Retargeting That Works: A Brew & Bites Case Study

Retargeting can feel like a magic trick, bringing back potentially lost customers. But without a solid strategy, it’s just expensive banner ads that annoy people. Want to know how to turn those “almost” conversions into closed deals? This campaign teardown will reveal the secrets to successful retargeting that gets real results.

Let’s dissect a recent retargeting campaign we ran for “Brew & Bites,” a local Atlanta cafe known for its craft beer and gourmet sandwiches. They wanted to increase online orders and drive more foot traffic during lunch hours.

### The Challenge

Brew & Bites faced a common problem: lots of website visitors, but low conversion rates. People browsed the menu, maybe even added items to their cart, but didn’t complete the purchase. The goal was to recapture that lost interest and nudge them towards ordering or visiting the cafe at 123 Peachtree Street NE.

### Our Strategy: Sequential Retargeting & Location Targeting

Instead of bombarding everyone with the same generic ad, we opted for a sequential retargeting approach. This meant showing different ads based on the user’s specific behavior on the Brew & Bites website.

• Stage 1: Website Visitors. Users who simply visited the site saw ads highlighting Brew & Bites’ unique atmosphere and menu, with mouth-watering photos of their sandwiches and a clear call to action: “Explore Our Menu.”
• Stage 2: Product Viewers. If someone viewed a specific sandwich (e.g., the “Grant Park Grinder”), they’d see an ad featuring that exact sandwich with a limited-time offer, like “Get 10% off the Grant Park Grinder this week only!”
• Stage 3: Abandoned Cart. Users who added items to their cart but didn’t complete the purchase got a reminder ad showing their cart contents with an even stronger incentive: “Complete Your Order Now and Get Free Delivery!”

Location targeting was also key. We focused on users within a 5-mile radius of Brew & Bites, specifically targeting zip codes in Midtown, Downtown, and Old Fourth Ward. We figured people working or living nearby were most likely to grab a quick lunch or happy hour drink.

### Creative Approach: Visual Appeal & Clear Messaging

We knew the ads had to be visually appealing and communicate the offer clearly. We used high-quality photos of Brew & Bites’ food and drinks, and kept the ad copy concise and persuasive.

Here’s an example of an ad targeted at users who viewed the “Grant Park Grinder” on the Brew & Bites website:

• Headline: Craving the Grant Park Grinder?
• Image: A close-up shot of the Grant Park Grinder sandwich.
• Body: Get 10% off your Grant Park Grinder order this week! Use code GRINDER10 at checkout.
• Call to Action: Order Now!

We also created ads promoting Brew & Bites’ lunch specials, targeting users during lunchtime hours (11 AM – 2 PM). These ads featured photos of the cafe’s interior and highlighted the convenience of ordering online for pickup or delivery.

### Platform and Targeting Settings

We ran the marketing campaign primarily on Meta Ads using the Meta Pixel, with a smaller budget allocated to Google Display Network for broader reach.

• Meta Ads:
• Custom Audiences: Website visitors, product viewers, abandoned cart users.
• Location Targeting: 5-mile radius around Brew & Bites (geo-targeting by zip code).
• Demographics: Adults aged 25-54 (based on Brew & Bites’ typical customer profile).
• Interests: Food, restaurants, craft beer, sandwiches, online ordering.
• Placement: Facebook and Instagram feeds, stories.
• Google Display Network:
• Remarketing Lists: Similar to Meta Ads, but based on Google Analytics data.
• Contextual Targeting: Websites and apps related to food, restaurants, and Atlanta.

We also implemented frequency capping to limit ad exposure to a maximum of 3 times per day per user. Bombarding people with too many ads can lead to ad fatigue and negative brand perception. In fact, it can even waste your ad spend.

### Results: A Tasty Increase in Conversions

The campaign ran for six weeks with a total budget of $5,000. Here’s a breakdown of the results:

• Impressions: 850,000
• Clicks: 12,750
• Click-Through Rate (CTR): 1.5%
• Conversions (Online Orders): 380
• Cost Per Conversion (CPL): $13.16
• Revenue Generated: $11,400 (based on an average order value of $30)
• Return on Ad Spend (ROAS): 2.28x

| Metric | Result |
| ———————- | ——— |
| Impressions | 850,000 |
| Clicks | 12,750 |
| CTR | 1.5% |
| Conversions | 380 |
| CPL | $13.16 |
| ROAS | 2.28x |

The ROAS of 2.28x was a significant improvement compared to Brew & Bites’ previous generic ad campaigns, which typically yielded a ROAS of around 1.5x. The CPL of $13.16 was also within the acceptable range, considering the average order value.

### What Worked Well

• Sequential Retargeting: Showing relevant ads based on user behavior proved to be highly effective. The abandoned cart ads, in particular, had a high conversion rate.
• Location Targeting: Focusing on nearby residents and workers ensured that the ads were seen by people who were most likely to visit Brew & Bites.
• Compelling Creative: The high-quality photos and clear, concise ad copy captured attention and drove clicks.
• Frequency Capping: Limiting ad exposure prevented ad fatigue and ensured that the ads remained effective throughout the campaign.

### What Could Have Been Better

• A/B Testing: We could have done more A/B testing of different ad creatives and offers to further optimize performance. For example, we could have tested different discount amounts or call-to-action buttons.
• Landing Page Optimization: While the ads drove traffic to the Brew & Bites website, the landing page experience could have been improved. We noticed some users dropping off before completing their order, suggesting that the checkout process may have been too cumbersome.
• Attribution Modeling: Accurately attributing conversions to specific touchpoints is always a challenge. We relied primarily on last-click attribution, but a more sophisticated attribution model could have provided a more complete picture of the customer journey. I had a client last year who refused to invest in multi-touch attribution and always regretted it.

### Optimization Steps

Based on the initial results, we made the following optimization steps:

• Increased Bids on Abandoned Cart Users: Given the high conversion rate of the abandoned cart ads, we increased the bids on these users to ensure that they saw the ads more frequently.
• Refined Location Targeting: We analyzed the data to identify the zip codes with the highest conversion rates and focused our targeting on those areas.
• A/B Tested New Ad Creatives: We created several new ad variations with different headlines, images, and call-to-action buttons to see which ones performed best.
• Simplified Checkout Process: We worked with Brew & Bites to streamline their online checkout process, making it easier for customers to complete their orders.

### Lessons Learned

This campaign reinforced the importance of personalized retargeting and the power of location-based marketing. By showing the right ads to the right people at the right time, we were able to achieve a significant increase in online orders and drive more foot traffic to Brew & Bites. If you’re in Atlanta, this is key; but Atlanta marketing is about data.

Here’s what nobody tells you: Retargeting isn’t a “set it and forget it” strategy. It requires constant monitoring, analysis, and optimization to ensure that it remains effective. You need to be willing to experiment with different ad creatives, targeting options, and bidding strategies to find what works best for your specific business.

To truly maximize your retargeting ROI, consider integrating Customer Relationship Management (CRM) data into your campaigns. According to a 2025 IAB report , campaigns that leverage CRM data for personalization see an average of 20% lift in conversion rates. You should also make sure you aren’t making marketing mistakes that cost conversions.

Ready to ditch generic ads and start seeing real results? Start by segmenting your audience based on their behavior and crafting personalized messages that speak directly to their needs. It’s time to make your retargeting efforts count.