67% reduction in cost per purchase from $7.00 to $2.30 through strategic audience segmentation targeting Friday family time, weekend football viewers, and late-night college students, combined with sophisticated remarketing strategies across all 100+ Ontario locations.
The Perfect Recipe for ROAS
Gino's Pizza's 8.6x Return on Ad Spend Success
About
Pizza delivery is a competitive market with key players like Pizza Pizza and Dominos leading the charge with awareness and convenience. Additionally, the target audience is broad as pizza appeals to most people.
The challenge
Pizza delivery is a competitive market with key players including Pizza Pizza and Dominos leading the charge with awareness and convenience. Additionally, the target audience is broad as pizza appeals to most people!
Objectives
We were tasked with achieving three primary objectives for Gino's Pizza:
- Increase sales
- Reduce cost per purchase of $7
- Increase brand awareness and keep Gino's top of mind
The paid media & ad asset strategy
We segmented the top of the funnel into three key groups: families on Friday nights, sports fans during weekend games, and late-night college students. We then used remarketing to target engaged users who hadn't converted, and created lookalike audiences to expand reach. Ad assets were customized for each location and event, with platform-specific optimization for Facebook, Instagram, and Google Display ads.
By the numbers
Cost per purchase optimization
Social media growth
8.6x ROAS achieved through location-specific creative strategies. For every dollar invested in paid media, Gino's received $8.60 in revenue, driven by custom branded photography, videography, and graphic animation tailored to each demographic segment.
Content performance
+41% performance increase quarter over quarter, demonstrating sustained growth momentum. This consistent upward trajectory was achieved through continuous optimization of targeting parameters and lookalike audience expansion modeled after Gino's highest-value customers.
$2.30
Final cost per purchase
8.6x
Return on ad spend
+41%
Quarter over quarter growth
3
High-intent audience segments
Why it worked
The campaign's success came from precision audience segmentation targeting three high-intent moments (Friday family time, weekend sports, late-night college students), combined with localized creative customization across 100+ Ontario locations. By implementing a full-funnel strategy with strategic remarketing and lookalike audience expansion, plus platform-specific creative optimization, we transformed Gino's cost per purchase from $7.00 to $2.30 while delivering an 8.6x return on ad spend.