The client
Lobster House is a seafood restaurant in the centre of Warsaw. Like most restaurants, it had been sold "likes and reach" before — and had little to show for it.
The challenge
The brief was refreshingly strict: build a promotion strategy around KPIs that actually matter — not likes or impressions, but reservations and revenue — then implement it and report the results honestly.
What we did
After consultation we locked two concrete KPIs for the Facebook Ads program: phone leads with a table reservation, and sign-ups to the restaurant's events. To tie ads to revenue without paying for call-tracking software, we used a dedicated phone number for paid campaigns — so the restaurant could attribute walk-ins and revenue to advertising on its own.
From there we ran two campaigns in parallel: warsaw_leads_calls for reservations and warsaw_engagement_event for event registrations.
The results
The program filled tables and events alike: over 1,000 table reservations at an average of 33 zł per lead, and over 2,500 event sign-ups at an average of 19 zł — across a combined reach of more than 440,000 people.
