The Challenge
Operating across multiple cities means every wasted ad impression carries a real cost. Piola Pizza USA needed to grow online orders and in-store visits across its Houston and Brickell locations simultaneously, without cannibalizing budget between markets or reaching audiences too far outside each restaurant’s delivery and walk-in radius. The brand required a fully segmented, location-aware paid media system that could drive measurable conversions in each market independently while building toward a unified, scalable structure across the restaurant network.
Our Results
We built a dual-market paid media engine combining Google Search, Performance Max, and Meta Ads. Each campaign was architected around a single location’s geography, audience behaviors, and competitive landscape.
Location-Based Geo-Targeting
Defined custom delivery and walk-in radii around each restaurant so every ad dollar reached people who could actually order or visit. Built individualized campaign structures per location, allowing for localized messaging, offers, and creative that reflected each neighborhood’s character. Layered demographic and behavioral targeting on top of geography to reach pizza lovers, food delivery users, and high-intent local diners.
Google Ads for High- Intent Capture
Launched Search and Performance Max campaigns targeting high-intent keywords like “pizza near me,” “Italian restaurant delivery,” and branded location queries, generating 7,867 conversions at an average cost per conversion of $1.07. Performance Max campaigns were the top performers: Houston PM delivered a 17.9x ROAS and Brickell PM hit a 31.5x ROAS, together accounting for over $84,000 in tracked conversion value. Optimized bidding strategies per location based on order volume, time of day, and conversion patterns to maximize efficiency across both markets.
Meta Ads for Engagement and Discovery
Ran a Traffic campaign in the Brickell market delivering 2,822 landing page views at just $0.38 per visit, keeping qualified traffic flowing to the site at a highly efficient cost. Deployed a Remarketing campaign to re-engage users who visited the website or interacted with the brand, adding 572 additional visits at $0.79 each to recover lost traffic. Built lookalike audiences from existing customers to expand reach within each location’s geo-targeted radius without increasing cost per visit.
Performance Tracking & Optimization
Implemented conversion tracking for online orders, reservations, and in-store visits across both Houston and Brickell markets. Analyzed performance by location weekly, reallocating budget toward the highest-performing campaigns and creative variations to protect ROAS. Kept each location’s campaigns fully independent so that one market’s performance never masked or distorted results in the other, giving a clear picture of what was working where.
