Glasgow Takeaway - Paid Social App Orders Campaign

A Glasgow takeaway wanted to increase direct orders through its own takeaway app instead of relying only on third-party delivery platforms. The restaurant already had demand, but it needed a stronger way to turn local attention into direct takeaway orders. Like many food businesses, the client faced a common problem: customers often order through third-party platforms, which can reduce margins and weaken the direct relationship with the customer. The campaign needed to support three goals: • Drive more traffic directly to the takeaway app • Use ad spend during the highest-intent ordering windows • Bring previous customers back without relying only on new customer acquisition The challenge was not just to generate clicks. It was to reach people at the right moment, when they were most likely to order food.

We built the campaign around timing, audience quality and direct response. Direct App Traffic Campaign We launched a paid social campaign designed to send local users directly to the takeaway app. The messaging focused on convenience, local availability and ordering directly from the restaurant. Instead of using broad always-on delivery, we structured the campaign around the times when customers were most likely to make a decision. Time-Based Ad Delivery To improve budget efficiency, we scheduled the campaign to deliver ads around key ordering windows. Ads were set to run: • One hour before opening • During active ordering periods • One hour before closing This helped avoid wasting budget during low-intent times when people were less likely to order. The strategy was built around customer behaviour: people usually decide what to eat shortly before ordering, so the campaign focused spend around those moments. Remarketing from Past Customers We also created a remarketing campaign using a custom audience built from past customers. This audience performed significantly better than the new customer acquisition campaign, delivering around 2× stronger results. That was expected. Previous customers already knew the restaurant, had ordered before and needed less convincing than a completely cold audience. However, both campaigns worked well together. The acquisition campaign helped reach new local customers, while the remarketing campaign brought previous customers back and increased repeat orders.

The campaign became a meaningful contributor to the restaurant’s takeaway order volume. The remarketing campaign built from previous customers delivered around 2× better results than the new customer acquisition campaign. The time-based ad schedule helped make better use of the budget by focusing spend around high-intent ordering windows rather than spreading it evenly throughout the day. Key outcomes included: • Increased traffic directly to the takeaway app • Better use of ad budget through time-based delivery • Ads focused around opening and closing order windows • Remarketing campaign delivering around 2× better results than cold acquisition • Strong repeat-order performance from past customers • New customer acquisition and remarketing working together • Significant contribution to total takeaway orders • Reduced reliance on passive or generic social activity This campaign showed how paid social can work especially well for local food businesses when timing and audience strategy are handled properly. For a takeaway, the best time to advertise is not always all day. The strongest moments are often just before people make a food decision. By focusing the budget around key ordering windows, sending users directly to the takeaway app and remarketing to previous customers, the campaign became a practical revenue driver. The cold audience campaign helped bring in new customers. The remarketing campaign brought existing customers back. Together, they created a reliable paid social system that supported a significant share of the restaurant’s takeaway orders. The result was a more efficient route from local awareness to direct app orders.