Multiple locations were competing for the same broad audience, so I split campaigns by city and gave each its own creative referencing local landmarks and store names. This lifted relevance scores and stopped locations bidding against each other.

Because the objective was foot traffic rather than online purchase, I optimised for profile visits and engagement instead of link clicks, then used the Instagram profile itself as the landing surface.

Retargeting pulled from video-view and profile-visit audiences to bring warm traffic back with offer-led creative near the weekend, when conversion intent was highest.