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Local, not global

Meta Ads (Facebook & Instagram) for Restaurants

Facebook and Instagram ads targeted to your delivery radius and your peak ordering windows. We build the funnel; you set the budget.

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What you get

  • →Ads served only to people inside your delivery radius — never wasted on out-of-area impressions
  • →Brand awareness + direct conversion split into separate funnels (each measured)
  • →Daypart scheduling — your offer hits at Friday 6 PM, not Monday 11 AM
  • →Per-pound attribution — you see exactly which creative drove which order

Why "boost post" is not a strategy

The boost button on Facebook is the worst thing that ever happened to restaurant marketing. It's designed to be one tap, which is great for Meta's revenue and bad for yours. A boosted post:

  • Targets a default broad audience (often country-wide)
  • Has no Pixel-based conversion tracking
  • Optimises for "engagement" (likes, shares) not orders
  • Runs identical creative until you stop it
  • Has no comparison metric — you can't tell if it worked

A real Meta campaign is built differently. It separates audiences, optimises for the right action, runs multiple creative variants and reports on cost per actual order — not vanity engagement.

The two-funnel model that works for restaurants

We build every restaurant client a two-funnel structure:

1. Brand awareness funnel — short videos and image carousels shown to people inside your delivery radius who haven't engaged with you. Optimised for video views and reach. Cheap CPM, high impression volume.

2. Conversion funnel — direct-response ads ("Tonight only — biryani £7.99 with code FRIDAY") shown to people who've watched a brand-funnel video, visited your site, or engaged with your Instagram. Optimised for purchases on your own ordering site. Higher CPM, much higher conversion rate.

The brand funnel pays for the conversion funnel. Without it, you're paying retargeting prices to a cold audience and wondering why nothing converts.

What we don't promise

  • Going viral. Virality is a tail-end statistical event, not a deliverable. We don't sell it.
  • A specific cost-per-order. Cost-per-order is a function of your average ticket, your reorder rate, your cuisine and your area. We can give you a realistic range after the audit but not a guarantee.
  • Replacing Just Eat or Deliveroo. Aggregator platforms have a role for new-customer discovery and we don't tell anyone to leave them. Meta ads exist alongside that — building local awareness of your brand and bringing more bookings, calls and direct visits.

Best paired with

  • Website Design — Meta ads need a destination that takes orders. The two are bundled in the Dominate package for this reason.
  • Social Media — organic content makes Meta ads cheaper. The Pixel learns faster when there's an existing audience to retarget.
  • Google Ads — Meta captures intent you generate; Google captures intent that already exists. Most restaurants run both.

What's included

  • ✓Meta Business Manager + Pixel setup (or audit of what you have)
  • ✓Postcode + radius targeting tuned to your delivery / collection zone
  • ✓Demographic and behaviour targeting (age, language, food preferences)
  • ✓Daypart scheduling tied to your peak service windows
  • ✓Brand + conversion funnel split with separate budgets
  • ✓Creative variation testing — 3–5 ads run in parallel, killed when underperforming
  • ✓Pixel-based conversion tracking on the website you own
  • ✓Monthly review of cost per attributed order, with budget recommendations

How it works

  1. Step 01
    Account audit + setup

    Week one. We audit any existing Meta Business Manager, Pixel, ad accounts and previous campaigns. We fix anything broken, install proper tracking, and write the first creative brief.

  2. Step 02
    Test campaigns

    Weeks two and three. We run 3–5 creative variations against your top audience segments at low budget (£10–£20/day). The winners get scaled; the losers get killed. No campaign runs at full budget without proven creative.

  3. Step 03
    Scale + ongoing tuning

    Month two onward. Winning campaigns scale up to your monthly budget. We refresh creative every 3–4 weeks (Meta ad fatigue is real and measurable). Monthly report covers spend, attributed orders and cost-per-order.

Common questions

How much should I spend on Meta ads?+

For most independent UK takeaways: £10–£25/day (£300–£750/month) is the right starting range. Below £10/day Meta's optimisation algorithm doesn't get enough data to learn. Above £25/day you'll scale beyond what your delivery radius can absorb. We tune the exact number to your average order value and reorder rate.

Is the ad spend included in your fee?+

No. The ad spend goes directly from your card to Meta. We charge a flat management fee for setup, creative, optimisation and reporting. You keep full control of the daily budget cap.

What's the difference between brand campaigns and conversion campaigns?+

Brand campaigns introduce your restaurant to people in your area who don't know you yet — they optimise for video views, reach and engagement. Conversion campaigns target people who've engaged with brand content (or visited your site) and optimise for measurable actions (menu views, table bookings, calls, route requests). Most restaurants need both; the split shifts as you scale.

Do you do TikTok ads too?+

Yes — when it makes sense. TikTok ads are part of the Scale package. For most restaurants Meta ads (Facebook + Instagram) are the higher-priority paid channel because the targeting is more precise. We'll tell you in the audit whether TikTok ads are worth adding for your specific demographic.

Can you run ads if I have no website?+

We'd build you one first — Meta ads send traffic somewhere, and that somewhere needs to be a fast, branded site you own (not a Just Eat or Foodhub link, where you lose attribution data and the design works against your brand). Website + Meta ads is the natural pair, which is why both come together in the Dominate package.

Best paired with

Pair this with…

Where we work

In your city

Ready to grow your meta ads (facebook & instagram) for restaurants?

Free 30-minute audit. No sales pitch. Real numbers, real next steps.

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