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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