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ChefOnline – Paid Ads Promotion Case Study

  • Industry: FoodTech / Restaurant Aggregator
  • Website: https://www.chefonline.com
  • Platform Focus: Google, Facebook, Instagram, LinkedIn, YouTube
  • Audience Type: B2C + B2B (Restaurant owners & food ordering customers)
  • Project Duration: 2 years

Client Overview

ChefOnline is a UK-based restaurant ordering and management platform designed to help local restaurants accept online orders, build customer relationships, and increase digital visibility. Despite offering a robust solution, the platform faced challenges with limited online visibility, poor campaign ROI, and difficulty reaching both B2B (restaurant partners) and B2C (end customers) segments effectively through paid advertising.

Their primary goals were to drive more online food orders, onboard new restaurant partners, and generate measurable ROI from digital campaigns.

Paid Ads Campaign Summary

Over a 2-year engagement, we developed and executed a data-driven, multi-platform paid advertising strategy across Google, Meta (Facebook & Instagram), LinkedIn, and YouTube. By segmenting audiences, optimising creatives, and leveraging dynamic remarketing, we significantly improved ChefOnline’s lead acquisition, conversions, and ROI.

Key Highlights:

  • Launched 180+ paid ad campaigns across Google, YouTube, and Meta for B2B & B2C targeting.
  • Achieved 8.52% CTR on Google Search and CPC as low as £0.43 on Display.
  • YouTube ads delivered a 1.77% conversion rate and £0.66 CPC.
  • “ChefOnline Fast” campaign achieved 11,586 reach with just £1.28 cost per result.
  • Total campaign reach: 827,545+ people with 1.68 M+ + impressions and ongoing optimisation.
  • Achieved a 29.18% CTR with a £0.50 CPC, generating 425 clicks and 10,774 impressions.
  • Generated 231 clicks with 10,774 impressions, achieving a 2.14% CTR and £0.69 CPC, demonstrating strong engagement and cost efficiency.

Problems Identified

  • Low Campaign ROI: Previous campaigns lacked measurable returns and conversion efficiency.
    Poor Targeting: Audiences weren’t properly segmented for restaurant owners vs. end users.
  • Weak Creatives: Ad designs lacked emotional appeal, clarity, and strong CTAs.
  • Underused Retargeting: No systems in place to re-engage past visitors or leads.
  • Unoptimized Spend: Budget was spread thin without strategic allocation or prioritisation.

Our Paid Ads Work Process

1. Goal Setting & Audience Targeting
Define clear ad objectives and segment audiences using behavior, interests, and demographics.
2. Budgeting & Platform Strategy
Set smart budgets, choose the right bidding models, and schedule ads on top-performing platforms.
3. Keywords & Creative Assets
Conduct keyword research, write compelling ad copy, design mobile-friendly visuals, and run A/B tests.
4. Tracking & Performance Monitoring
Set up tracking pixels and monitor key metrics like CTR, CPC, CPA, and ROAS in real time.
5. Scaling & Retargeting
Scale successful ads, apply dynamic retargeting, and re-engage users across platforms for better conversions.

Key Challenges

  • Dual Funnel Complexity: Separate funnels for restaurant owners vs. customers without crossover confusion.
  • Low Trust in Aggregators: Overcome scepticism through transparent messaging and result-oriented ads.
  • Seasonal Behaviour: Adjusted ad content and budget allocations to align with seasonal demand spikes.

Implementation Tactics

For B2C (End Customers):
  • Promoted limited-time offers (e.g., Free Delivery, First Order Discount).
  • Ran Google Search ads targeting high-intent keywords.
  • Used YouTube videos to highlight local dishes and restaurant specials.
For B2B (Restaurant Owners):
  • Leveraged LinkedIn ads to showcase benefits, case studies, and testimonials.
  • Offering demo requests and free consultations through lead gen forms.
  • Used remarketing ads with ROI calculators and platform walkthroughs.

The Result

Our paid ads for ChefOnline reached 837,545 users and delivered 1.68 million impressions. Google Search ads achieved an 8.52% CTR, while YouTube campaigns generated 509 clicks at £0.66 CPC and 1.77% conversion rate. The Meta “ChefOnline Paid” campaign drove 11,586 reach at £1.28 per result, with ad sets achieving as low as £0.13 per result. These results highlight the effectiveness of targeted, data-driven ad strategies.

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