Our client, a UK-based EPOS and online food ordering system provider, specializes in offering digital solutions to restaurants. They provide modern, user-friendly systems that streamline restaurant operations, improve order management, and enhance customer experience. However, they struggled to attract new restaurant owners and needed a digital marketing strategy to generate high-quality leads.
Limited Brand Awareness: The company was not widely known among restaurant owners looking for EPOS and food ordering solutions.
High Competition: The market for EPOS systems in the UK is highly competitive, with several established players.
Low Online Lead Generation: The business was not generating enough inquiries from restaurant owners through online marketing.
Ineffective Advertising: Previous marketing efforts were not targeting the right audience effectively.
Need for a Scalable Strategy: The company needed a system that could generate consistent leads at an optimal cost.
To overcome these challenges, we implemented a targeted advertising campaign on Google and Facebook, focusing on UK restaurant owners.
Search Ads Targeting High-Intent Keywords:
Ran ads for search terms like “best EPOS system for restaurants UK,” “food ordering system for restaurants,” and “restaurant POS UK.”
Used ad extensions to highlight key features, pricing, and customer testimonials.
Display & Remarketing Ads:
Created visually appealing display ads showcasing the EPOS system’s features.
Retargeted users who visited the website but didn’t convert, reminding them of the benefits.
Local Campaigns for Specific Areas:
Focused on regions with a high concentration of restaurants needing digital ordering solutions.
Used geo-targeting to ensure ads reached restaurant owners in key UK cities.
Audience Targeting:
Targeted restaurant owners, managers, and decision-makers using Facebook’s interest-based and behavioral targeting.
Created lookalike audiences based on existing clients to reach similar prospects.
Engaging Ad Formats:
Used carousel ads to showcase different features of the EPOS system.
Created video ads demonstrating how the system works and how it benefits restaurant operations.
Used lead generation ads with pre-filled forms to make it easy for restaurant owners to inquire.
Retargeting Campaigns:
Re-engaged users who had interacted with the ads but hadn’t signed up.
Offered limited-time discounts and free demos to encourage conversions.
300+ High-Quality Leads Generated – Direct inquiries from restaurant owners looking for EPOS solutions.
40% Lower Cost per Lead (CPL) – Optimized targeting reduced ad spend while increasing quality leads.
+250% Increase in Website Traffic – More potential customers visited the site through ads.
Higher Conversion Rate on Demo Sign-Ups – More leads signed up for product demos after interacting with the ads.
Improved Brand Awareness – More restaurant owners recognized and trusted the brand.
Google Search Ads Drive High-Intent Leads – Many leads came from business owners actively searching for EPOS solutions.
Facebook Ads Build Awareness & Engagement – Video ads and carousel formats performed best.
Retargeting Increases Conversions – Reaching out to interested users again led to more sign-ups.
Localized Ads Improve Effectiveness – Targeting specific cities with high restaurant density boosted inquiries.
By leveraging a strategic combination of Google and Facebook ads, we successfully helped the EPOS and online ordering company generate high-quality leads from UK restaurant owners. This case study demonstrates the power of targeted digital advertising in growing B2B businesses.
