A boost post is not a campaign.
What is the difference between a "boost post" and a real Meta campaign?
A boost post is a one-tap shortcut Facebook puts in front of you to spend money fast. It hits a broad default audience, runs identical creative until you stop it, optimises for "engagement" (likes and reach), and gives you no way to tell whether a single order came from it. A real Meta campaign splits audiences, runs A/B creative tests, fires the Pixel on every conversion event, and reports cost-per-order. They are different products with different outcomes.
How does a real Meta campaign work for a restaurant?
A real Meta campaign starts by drawing the polygon around your delivery radius and refusing to spend outside it. From there we build three audience segments — cold (people inside the radius who don't know you yet), warm (people who watched a brand video or visited the site), and hot (people who engaged with menu items or added to basket). Each segment gets different creative, different copy, and different optimisation goals. The Pixel ties everything back to actual orders, not engagement.
Your radius. Nothing outside.
Postcode + radius, not country-wide.
We draw the polygon around the area you can actually serve — usually a 2–5 mile radius — and refuse to spend a penny outside it. No "boost to anyone in the UK". No waste on impressions from another postcode.
- Inside radiusReal prospects who can order from you tonight
- Outside radiusWasted spend a boost post serves by default
- Your restaurantThe centre point — your physical postcode
How is the budget split between brand and conversion campaigns?
The split shifts as you scale. Early on, around 60–70% of budget goes into brand awareness — short videos and image carousels building familiarity inside your radius. Once enough warm audience exists, that shifts: roughly 40% brand, 60% conversion (retargeting visitors and engagers with direct-response offers). The brand funnel pays for the conversion funnel — without it, retargeting has no warmed audience to retarget.
Two funnels, one campaign.
Meta Ads vs Google Ads vs Just Eat sponsored — which channel for what?
Meta catches people scrolling who weren't actively hungry; Google catches people already searching; Just Eat sponsored catches people already on the platform. They serve different stages of intent. For most independent restaurants the right mix is Google Ads for hungry-now searches, Meta Ads for brand-building and retargeting, and Just Eat sponsored only when the commission maths still works.
| Channel | Intent at click | Cost model | Time to first orders | Compounds | Customer relationship |
|---|---|---|---|---|---|
| Meta Ads (FB / IG) | Low (interruption) | Pay per impression / click | 1–2 weeks | Brand layer compounds | Yours |
| Google Ads (search) | High (already searching) | Pay per click | 3–5 days | No | Yours |
| Just Eat sponsored | Medium (browsing) | Commission per order | 1–2 days | No | Theirs |
Will Meta Ads help me show up in ChatGPT and AI search?
Indirectly, yes. Meta itself does not feed ChatGPT or Perplexity. But the campaign data — which postcodes click, which dishes convert, which dietary keywords matter — sharpens the schema and landing-page structure that AI engines do read. Clients who run Meta Ads alongside the on-site AEO work compound faster: the ad data tells us which queries are worth optimising the organic and AI-search content for.
What we won't promise you.
Every agency promises the moon. We'd rather under-promise, over-deliver, and earn the relationship every month.
- we don't promise
Going viral
Virality is a statistical tail event, not a deliverable. We don't sell it.
- we don't promise
A specific cost-per-order
Cost-per-order depends on your average ticket, reorder rate, cuisine and area. We'll give you a realistic range after the audit — never a guarantee.
- we don't promise
Replacing Just Eat / Deliveroo
Aggregators have a role for new-customer discovery. Meta Ads exist alongside, not instead.
When will I see results?
The audit and account setup land in week one. Test campaigns at £10–£20/day go live in weeks two and three — 3–5 creative variations against your top audience segments, winners scaled, losers killed. From month two the winning campaigns scale up to your full monthly budget and we refresh creative every 3–4 weeks (Meta ad fatigue is real and measurable). Month three is the honest check-in — if attributable cost-per-order is below break-even we have a straight conversation about pivoting or pausing.