CASE STUDY Paid social

957 Leads. 111 Walked In.
$19,599 in Tracked Revenue.

Three months for a Toronto BBQ restaurant on a tight window. Most places pull back when demand softens — this one leaned in and turned $3,350 in ad spend into $19,599 in tracked revenue.

0
Total Leads
$0.00
Cost Per Lead
$0
Avg Guest Spend
$0
Tracked Revenue
Industry
Restaurant / Hospitality
Campaign Type
Lead Generation
ROAS
5.9x (tracked revenue / spend)
Timeline
90 days
Location
Canada
The Situation

Winter is the hardest season
to fill a restaurant.

People stay home. The weather keeps them in. Discretionary spending drops. And most restaurants either go quiet on marketing or run generic promotions that don’t move the needle.

This Toronto BBQ restaurant wanted to fight back instead of waiting it out. The goal was simple: get people through the door, track what each guest actually cost to acquire, and make sure the numbers made sense.

One campaign was built to drive the right people through the door, tracked from the moment they clicked the ad to the moment they sat down.

The Challenges

  • Winter seasonality actively works against restaurant foot traffic
  • Multiple offers needed distinct targeting strategies
  • Tracking real in-person visits from a digital ad is genuinely hard
  • Limited budget meant no room for wasted spend
  • Competitive dining scene in Toronto — the creative had to stand out

The Approach

  • Separate campaigns built for each offer with tailored targeting
  • Lead tracking set up to connect ad clicks to actual table visits
  • Creative designed around the experience, not a discount
  • Audiences built using local interest and dining behaviour signals
  • Campaign optimized weekly to push spend toward what was converting
The Funnel

From ad click to seated guest.

For this Toronto BBQ spot, we tracked the journey from first click through reservation data — so “lead” wasn’t the finish line. The question was simple: who showed up, and what did they spend?

Leads
957
100%
Found in OT
224
23.4%
Visited
111
What I Built

The full system.
Not just the ads.

For this Toronto BBQ restaurant, getting people through the door required more than a boosted post. Everything around the campaign had to be built to catch intent and convert it into a seated guest.

🎯

Campaign & creative

Angles aimed at the nights and occasions you want to own — with hooks that match how people actually decide where to eat.

🛬

Reservation-ready landing path

A focused path from ad to action so intent didn’t die between the click and the booking tool.

🔗

Lead ↔ guest matching

Process and tagging to reconcile leads with reservation records — so “lead” wasn’t the end of the story.

📊

Revenue-facing reporting

A simple executive view: spend, leads, visits, cost per lead, and tracked revenue from seated guests.

⚙️

Optimization rhythm

Cut underperforming creative and audiences fast — using visit and spend signals, not CTR alone.

📈

Scale playbook

Clear thresholds for when to increase budget and when to hold — tied to the numbers that pay rent.

The Results

$3,350 in. $19,599 out.

111 guests walked in directly from the ads at this Toronto BBQ restaurant. Each one spent an average of $177. That is $19,599 in tracked revenue from $3,350 in ad spend — a cost of just $3.50 per lead and $30 per seated guest.

And that is only what was tracked. Repeat visits, word of mouth, and private event bookings that came from these campaigns are not in that number.

But here is what makes this even more valuable. Every one of those 957 leads is now a contact. Their information is captured. That means they can be remarketed to through email newsletters, promotions, and repeat campaigns — turning a one-time ad spend into a list that keeps converting long after the campaign ends. The $3,350 does not just pay for 111 visits. It pays for every future conversion from that list too.

Results Cost per Result Avg Guest Spend Tracked Revenue
957 Total Leads $3.50 Per Lead $177 Per Guest $19,599
"We were running ads but nothing really changed — the same pattern kept repeating. Zyrene came in and approached it completely differently. She looked at who we were trying to reach and built around that instead of just boosting posts. We welcomed new faces through the door in stretches where that almost never happened before. That had never happened before."
Key Takeaways

What this proves
about the slow season.

Winter is not a reason to go quiet. It is a reason to be smarter. While competitors pull back, the restaurants that stay visible and run targeted campaigns capture the guests who are still going out.

One campaign, built for a specific audience with a clear offer, outperformed the industry benchmark by nearly 2x — not because the budget was big, but because the strategy was right.

That is what I build at Galfer Collective. Not campaigns that run on hope. Systems that run on data.

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