Work /
Local Services
United Kingdom
5 months
7 campaigns
Cost per click
THE CHALLENGE
High CPM and poor local reach efficiency across a tight delivery radius.
THE APPROACH
The account was spending against a radius far wider than the business could actually deliver to, which inflated CPM and filled the funnel with people who could never convert. I rebuilt targeting to postcode-level geography and split campaigns by delivery zone so each area could carry its own budget.
From there I separated cold prospecting from retargeting rather than letting one campaign do both jobs. Cold ads led with offer and speed; retargeting leaned on menu imagery and repeat-order messaging for anyone who had engaged in the previous 14 days.
Creative was refreshed on a fortnightly cycle to keep frequency under control — the single biggest driver of rising CPM in a small geographic audience.
WHAT I RAN
Zone-split cold prospecting campaigns
14-day engagement retargeting
Offer-led statics and short video
Fortnightly creative refresh
Daily budget reallocation between zones
Total reach
373K+
Impressions
845K
Link clicks
15,979
CPM
£4.09
OUTCOME
Total spend of £3,455 produced 845,000 impressions and 15,979 link clicks at a £0.15 cost per click, with CPM held at £4.09 across the full period.
Reach of 373,000 within a restricted delivery area meant the majority of the addressable local audience saw the brand multiple times without frequency fatigue setting in.
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