Targeted advertising for sushi delivery

The client approached me with the task of increasing the number of online sushi orders through targeted advertising.
The main goals of the campaign:

increase the number of purchases on the website;

optimize the advertising budget;

test several promotion strategies.

Work process:

I set up three advertising campaigns with different approaches to audience segmentation and creatives.
During the optimization process, the focus was on:

retargeting users who have already interacted with the brand;

attracting new customers on social media;

analyzing effectiveness based on ROAS and cost per purchase metrics.

Results:

Campaign 1: budget $250.57, 88 purchases obtained, ROAS 596%.

Campaign 2: budget $434.49, 235 purchases obtained, ROAS 716%.

Campaign 3: budget $162.81, 141 purchases obtained, ROAS 643%.

As a result, the client received a stable flow of orders with a minimum cost per purchase of $1.15, and the return on advertising investment (ROAS) exceeded 700% in the most successful campaign.