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Paid social · Restaurant · Islamabad, Pakistan

Ginyaki: cost per engagement 66–76% below Meta's peer benchmark

Paid social for an Islamabad restaurant group: app launch and World Cup campaigns delivering cost per engagement 66–76% below Meta's peer benchmarks, without a bigger budget.

Client
Ginyaki
Platform
Meta ads
Role
Digital Marketing Manager, Ben Da'ood Studios
Period
August to November 2023
  • 01 Rs0.18 App launch CPE (benchmark Rs0.51)
  • 02 Rs0.20 World Cup Facebook CPE (benchmark Rs0.83)
  • 03 Rs0.23 World Cup Instagram CPE (benchmark Rs0.83)

The brief

Ginyaki is a continental restaurant group in Islamabad. The aim was to keep paid social performing while bringing the cost per engagement down, with no increase in budget.

What I did

Creative built for each platform rather than one asset everywhere, lookalike and interest audiences refined as data came in, and bids and placements adjusted continuously. Facebook and Instagram ran as one campaign with consistent messaging.

Results

The GinXpress app launch on Instagram came in at Rs0.18 per engagement, 66% below the Rs0.51 benchmark. The World Cup ad sets came in at Rs0.20 on Facebook and Rs0.23 on Instagram, 76% and 72% below the Rs0.83 peer average.

In short

Platform-specific creative and continuous optimisation kept Ginyaki's engagement costs two-thirds below the sector, on the same budget.

From Ads ManagerScreenshots from Meta Ads Manager, resized. Amount spent hidden. Tap a screenshot to open it full size.
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Most of my week is spent inside client accounts, so case studies get written up when there's a gap between campaigns. More are on the way. If you want figures from an account or platform that isn't here yet, ask and I'll pull them from the account.