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CASE STUDY · PIZZA DELIVERY · FEB 1 2024 – PRESENT

From $2,174/month to $21,739/month in online sales

How we transformed an account with no history into a high-performance sales channel - and what we discovered along the way

INITIAL SITUATION - FEBRUARY 2024

Starting Context

Context: Local pizza delivery brand, WordPress site with standard theme, no advertising history. Direct competitors: Jerry's Pizza, Pizza Hut, Domino's Pizza and other strong local brands. Glovo and Tazz were bidding on the brand's keywords in Google Search. Total budget of $435/month - insufficient for sophisticated audiences at the start.

~$2,174 sales/month on-site at start
$217 Meta budget monthly
0 ads history new account

APPLIED STRATEGY

How we acted

Meta Ads

  • Engagement campaigns to build the brand and grow warm audiences
  • Conversion campaigns on interest and lookalike audiences from page traffic
  • Progressive targeting: broad audiences at start, increasing specificity with traffic

Google Ads

  • Brand protect campaign — blocked competitors (Glovo, Tazz) from our brand
  • Search campaign — captured direct buying intent
  • 10x ROAS objective set as target for the end of 2024
RESULTS - 2024

Objectives achieved by end of 2024

10x Google ROAS target achieved
9,6x Meta ROAS Feb-Dec 2024
1.096 Meta Orders full year
$22,767 Meta Revenue from Meta Ads

Growth: Monthly on-site sales grew from $2,174 to an average of $7,609/month by the end of 2024 — a 3.5x increase from the takeover.

EVOLUTION GRAPH — REVENUE AND ROAS

Evolution of monthly revenue (USD) and Google/Meta ROAS from campaign launch to present

Performance Graph

* Conversion rate used: 1 USD = 4.6 RON. Data represents estimates based on real data from advertising platforms.

THE CHALLENGE - 2025

External factor that slowed us down

Unforeseen external factor: Although traffic continued to grow, sales decreased. After analysis in Google Analytics and 30 days of Hotjar, we identified the problem: the WordPress site could not handle the generated traffic. Average time on site was 3 minutes — long sessions without conversion. All this was signaled to the site administrator, but no improvements were made.

First half 2025 Nov 2025 - Present
Meta ROAS 6,0x 5,0x *
Google ROAS 2,25x 28,0x
Site Old WordPress New Custom
UX Problematic Optimized

* Meta ROAS 5x intentional - strategy reoriented towards awareness, traffic and new menu promotion

THE SOLUTION - NOV 2025

Site rebuild and new strategy

Actions taken:

  • Custom site rebuild — full control, optimal performance
  • Meta reoriented to traffic, new products, brand awareness
  • Google Search maximized — 28x ROAS

Project details:

  • 2 months timeline from contract to launch
  • Go-live November 1, 2025 — immediate results
  • +30% sales guarantee compared to previous period

WHAT WE LEARNED

Any budget, managed correctly, can bring results

It's not the large budget that makes the difference — it's the strategy and continuous optimization. We proved that even with $435/month you can get solid results if every dollar is allocated wisely.

Local brands can gain share against international ones

Jerry's Pizza, Pizza Hut, Domino's Pizza — strong competitors. However, a well-placed strategy with brand protect, precise local targeting, and relevant content can beat international brands in the local market.

WHAT WE WOULD DO DIFFERENTLY

Main lesson: We wouldn't let the initial site operate for such a long period without major technical improvements. A technical audit of the partner's site will be a condition from the start, not a conclusion drawn after losses.

FINAL RESULT

~$21,739 on-site sales/month - average after launch of new site

From $2,174/month at start - 10x growth in 2 years - 4,222 orders - $107,734 total business turnover

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