25,147 Restaurant Website Visits at $0.33 Each: Building Local Brand Awareness
How a sustained local Facebook and Instagram campaign drove 25,147 targeted website visits for a restaurant at 33 cents per visit over just under two years, building brand awareness in its local area.
- Industry
- Food & Beverage
- Services
- Facebook Ads, Brand Awareness, Traffic Generation
- Client
- Kept confidential
- Published
- September 2026
01
The Challenge
Our client, a local restaurant competing in a saturated dining market, needed to build brand awareness and drive consistent foot traffic. Despite excellent food and service, they were struggling to compete with established restaurants that had years of local reputation and customer loyalty.
They needed a cost-effective way to get their menu, atmosphere, and unique offerings in front of local food lovers who were actively looking for new dining experiences.
02
Our Approach
We developed a comprehensive brand awareness campaign designed to drive high-volume, low-cost website traffic where potential customers could explore the menu and ambience, and make reservations.
-
Step 1
Campaign Strategy
- Consistent Daily Budget: a steady, modest daily spend for sustained visibility
- Local Targeting: Geographic radius around the restaurant and nearby suburbs, with dining-interest overlays
- Landing Page Optimisation: Drove traffic to menu and promotional pages
- Long-Term Commitment: Active ongoing campaign building cumulative awareness
- Attribution: 7-day click or 1-day view for comprehensive tracking
-
Step 2
Audience Strategy
Our targeting combined:
- Geographic proximity (a local radius around the restaurant and nearby suburbs)
- Food and dining interests, including dining out and the restaurant’s cuisine
- Broader local audiences later in the campaign, letting Meta find likely diners within the same area
- Dedicated ad sets for seasonal occasions such as Mother’s Day and Father’s Day
-
Step 3
Creative Strategy
Ad creative focused on:
- Mouth-watering food photography showcasing signature dishes
- Behind-the-scenes kitchen and chef content
- Customer experience and atmosphere videos
- Seasonal menu promotions and special offers
- The restaurant’s distinctive dining experience
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Step 4
Traffic Optimisation
We optimised the complete customer journey:
- Mobile-first landing pages with quick-load menus
- Clear calls-to-action for reservations and directions
- Special promotions to convert browsers into diners
03
The Results
Over just under two years, the sustained awareness campaign delivered 25,147 landing page visits at an average of $0.33 per website visit (Meta landing page views over the campaign’s lifetime so far).
- Each person reached saw the restaurant’s ads about 4.2 times on average, building brand recognition
- Landing page visits equalled about 7% of the people reached and about 1.8% of impressions
- Visits got cheaper over the campaign’s life: in its latest three full months, a visit cost about 65% less than in its first three months
- 97% of visits came from smartphones, and more than 99% from phones and tablets combined
At about a third of a dollar per visit, the campaign generated awareness at a fraction of traditional advertising costs.
04
Special Promotions Performance
In addition to the main awareness campaign, we ran tactical promotions:
- Mother’s Day Campaign: visits cost 41% less than on the main campaign over the same week
- Monday Promotion: visits cost 11% less than on the main campaign over the same weeks
- Together, the two promotions added visits equal to about 6% of the main campaign’s lifetime total
- Both promotions drove time-sensitive traffic around a specific occasion or offer
05
Key Takeaways
-
01
Volume creates visibility
Sustained high-traffic campaigns build brand recognition over time
-
02
Geographic precision matters
Radius targeting keeps ad spend on people within reach of the restaurant for dine-in and takeaway
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03
Mobile optimisation is essential
97% of visits came from smartphones, so fast-loading, mobile-first menu pages were critical
-
04
Occasions give the campaign a lift
Short promotions around Mother’s Day and a Monday offer brought in visits more cheaply than the always-on campaign in the same weeks
-
05
Sustained spend pays off over time
After almost two years of steady running, the always-on campaign was buying visits for about a third of what they cost in its first three months
This campaign demonstrates that local restaurants can build strong brand awareness through strategic, sustained Facebook and Instagram advertising at a low cost per visitor.
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