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 fill tables.

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.

The campaign was meant to drive guests through the door, tracked from the ad click to the reservation and the visit.

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 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
  • Budget shifted weekly toward ads that drove reservations and visits
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 We Built

The full system.
Not just the ads.

For this Toronto BBQ restaurant, getting people through the door took more than a boosted post. We set up the ads, landing path, tracking, and reporting so a click could be tied to someone who actually sat down.

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.

Reporting the owner checks

A simple view: spend, leads, visits, cost per lead, and revenue tied to guests who showed up.

Optimization rhythm

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

When to raise spend

Simple rules for increasing budget or holding steady — based on visit and revenue numbers, not vanity metrics.

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.

On top of the visits, the restaurant kept the contact info for all 957 leads. That list can be emailed for promos, slow nights, and seasonal pushes — so the $3,350 didn’t only buy 111 seated guests. It also bought a database the team can work long after the campaign ended.

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 the campaign around that instead of just boosting posts. We welcomed new faces through the door in stretches where that almost never happened."
Key Takeaways

What we’d repeat
next winter.

Winter is not a reason to go quiet. While competitors pull back, the restaurants that stay visible and run tight campaigns still reach people who are going out.

One offer, one audience, and tracking through to the reservation beat a generic boost post — not because the budget was huge, but because we could see what drove visits and cut what didn’t.

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