No Fluff.
Just What Works.
Practical insights from 9+ years running paid media campaigns that actually have to deliver. Meta Ads, Google Ads, lead gen strategy, and everything in between.
Most F&B performance marketers focus on reach. I learned early that reach without intent is just noise. Here's the framework I built — and why CPL alone doesn't tell the full story.
Moving from city-level link clicks to intent-based lead forms changed everything. Here's the exact structural shift that drove the improvement.
Testing "Staff vs. Product" creatives sounds basic — but most brands skip the framework that makes the data actually usable. Here's how I set up a defensible A/B system.
Your CPL could be perfect while your sales team quietly suffers. Here's how I structure campaigns to optimise for intent, not just acquisition.
Restaurant marketers default to Meta. I've found consistent value in layering Google's intent data alongside Meta reach — especially for reservation-intent audiences.
Most reports dump data. The best ones tell a story — with the metrics table leading, the narrative following, and the recommendation clear. Here's my exact format.
Launching Bombay Brasserie in Guwahati taught me that you can't just transpose your city-level campaigns. Here's how regional market adaptation changed our early results.
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