Building an Always-On Online Revenue Engine for a QSR Brand
PKR 31M+
Revenue Generated
4x-16x
Avg ROAS
18K+
Online Purchases
PKR 31M+ in online order revenue. 18K+ purchases. 4x-16x ROAS - not as a one-time spike, but across 7 consecutive months of compounding growth, built on a system that ran every single day.
Client Overview / Requirement
The client is a QSR brand operating across Pakistan, with a strong offline presence and an online ordering channel through its website.
Before, the brand was running awareness and engagement campaigns for brand recall, but sales-focused conversion campaigns were rare and inconsistent.
The job was to change that: build a structured, always-on conversion system that drove online orders every single day of the month.
The Challenge
Ad campaigns were running as isolated, one-off bursts for brand awareness, with no structured conversion focus, no consistent audience architecture, and no predictable system for driving daily online orders. The brand needed to shift from sporadic awareness spends to a disciplined, always-on revenue engine with compounding performance.
Strategy & Approach
- 1
Consistent Sales Campaign System
Shifted from occasional campaign launches to a disciplined, month-long conversion campaign structure, running sales ads consistently rather than in bursts. This alone created a steady pipeline of online orders that the brand hadn't experienced before.
- 2
Smart Audience Architecture
Structured multiple distinct audience segments: interest-based audiences, competitor brand audiences, and retargeting pools built from custom and lookalike data. Meta's AI then dynamically allocated budget across ad sets based on real-time performance, putting more spend behind whatever was converting best at any given moment.
- 3
Offer & Event-Based Campaign Strategy
Built the campaign calendar around how Pakistanis actually engage with fast food. Seasonal events like Basant and Eid were activated with dedicated, time-bound promotions. For consistent weekday volume, we ran a structured day-of-week deal cadence: Monday Deal, Tuesday Deal, and so on — giving customers a fresh reason to order every day of the week.
- 4
Platform Focus
Meta was the primary driver throughout, given its stronger performance for offer-based food promotions and social discovery. A small portion of spend was allocated to Google to capture high-intent search traffic.
Results / Outcomes