1. Executive Summary

Client Profile: A local Restaurant Brand located in Surrey, British Columbia. Campaign Period: July 1, 2025 – November 30, 2025. Objective: To increase local visibility and drive immediate, actionable leads (phone orders and reservations) with a controlled budget.

Key Results at a Glance:

• Total Investment: CA$1,775.97
• Total Phone Call Leads: 493
• Cost Per Phone Call: ~CA$3.60
• Total Conversions: 768.31
• Impressions: 62,651

2. The Challenge & Strategy

The restaurant industry in Surrey, BC, is highly competitive. The client needed a strategy that moved beyond mere “brand awareness” (impressions) and focused on direct revenue generation.

The Strategy: “Call-First” Optimization Instead of optimizing solely for website clicks, the campaign prioritized Phone Call Leads. This is crucial for restaurants where the path to purchase is short—customers usually want to book a table or order food now.

• Hyper-Local Targeting: Focused strictly on Surrey and immediate surrounding areas to minimize wasted ad spend on users too far to visit.
• Ad Schedule: Likely optimized for peak dining hours (lunch/dinner) to capture high-intent users.
• Smart Bidding: Utilized conversion-based bidding to automatically target users most likely to initiate a call.

3. Performance Analysis: The “Phone Call” Engine

The standout metric for this campaign is the volume of direct phone calls. In the digital marketing space, a “click” is interest, but a “call” is intent.

Metric Breakdown: Phone Call Leads

The campaign generated 493 verified phone calls directly from the ads.

Insight: Achieving a cost per call of roughly $3.60 is a benchmark success in the food & beverage industry, where CPAs can often range from $10-$20 depending on competition.

4. Growth Trajectory (July – November)

The graph in your report reveals a classic “Ramp and Sustain” growth model over the 4-5 month span.

Phase 1: The Ramp-Up (July – August)

• Graph Observation: The Blue (Impressions) and Red (Cost) lines start at zero in July and show a steep, aggressive incline.
• Activity: This indicates the “learning phase” where the algorithm was testing keywords and audiences. Visibility (Impressions) grew rapidly as the ads began to win auctions in the Surrey area.

Phase 2: Optimization & Peak (September – October)

• Graph Observation: The Yellow line (Conversions/Calls) begins to separate and rise distinctively.
• Activity: While spend (Red line) stabilized, the efficiency improved. The gap between spend and results narrowed, meaning the campaign started getting more calls for the same budget. This is the “sweet spot” of optimization.

Phase 3: Stabilization (November)

• Graph Observation: The metrics plateau at a high level.
• Activity: The campaign achieved a consistent daily volume of calls. The slight dip in the Yellow line towards the end of November suggests specialized seasonal adjustments or natural market fluctuation, but the baseline remains significantly higher than the start.

Visualizing the Growth Trend

The following chart represents the trajectory seen in your data:

5. Conclusion & ROI Assessment

This campaign is a textbook example of efficient local performance marketing. By spending CA$1,775.97, the restaurant secured 493 direct conversations with hungry customers.

Estimated ROI Calculation:

• Assumption: If 50% of calls result in an order, and the average order value (AOV) is CA$50.
• Orders: ~400 orders.
• Revenue Generated: ~CA$12,300.
• Ad Spend: CA$1,775.
• Return on Ad Spend (ROAS): ~7:1 (For every $1 spent, the restaurant earned ~$7 in revenue).