CPA 71 UAH for a sushi and pizza delivery brand | Google ads

Bianco&Nero - local delivery of pizza and sushi.
The main task of the advertising is to ensure a stable flow of orders within the city and nearby areas, keeping the cost per order (CPA) within controlled limits.

Point A (what the client came with)
At the start, there was a limited amount of traffic and a high conversion cost:
Impressions - 20.9 thousand
Clicks - 1.18 thousand
Conversions - 69
CPA (cost per order) - 307 UAH

Point B - result after optimization
Data taken from the last month of cooperation (December 2025):
Impressions - 137 thousand (+555%)
Clicks - 4.67 thousand (+296%)
Conversions - 563 (+716%)
CPA (cost per order) - 71 UAH (-77%)

Key steps to achieve the result:
- Separated pizza and sushi into different campaigns so that the algorithm could optimize for different intents and creatives.
- Transitioned main campaigns to result-oriented strategies (maximum value/conversions).
- Focused on local targeting (city + region + radius of 3 km) to minimize non-targeted impressions.
- Gradually scaled budgets in campaigns with the best CPA and conversion rates.
- Cleaned up the structure: test campaigns that were not effective were left in limited mode/on pause.

This approach allowed for a systematic scaling and effective results.

Challenges we faced:
Problem 1: High CPA at the start (≈307 UAH)
How we solved it:
- Optimized the campaign structure (Pizza/Sushi)
- Transitioned campaigns to conversion strategies and concentrated the budget on leading campaigns.
Result: the cost per order dropped to 71 UAH.

Problem 2: Uneven effectiveness of formats (Demand Gen was the weakest)
How we solved it:
- Kept the Demand Gen campaign as a test/support channel.
- Directed the main budget to PMax with a lower CPA.
Result: overall effectiveness of advertising campaigns increased.

Problem 3: Need to increase order volume without losing profitability.
How we solved it:
- Scaled the result through PMax campaigns while simultaneously reducing CPC and increasing CR%.
Result: the number of orders increased, while ROAS remained stable.

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