BIANCA CUCINA ITALIANA
Introducing Bianca Cucina Italiana
Bianca Cucina Italiana is an Italian restaurant located in one of Bangkok’s largest malls, offering an authentic dining experience. The challenge was to attract in-mall visitors while competing with numerous other restaurants in the same location.
Restaurant & Hospitality - Italian Cuisine
Company & Niche:
Target Markets:
Bangkok, Thailand
Home / Case Studies / MSDS SOURCE
11.24%
5,011 monthly conversions with an
conversion rate
engagement and brand recognition among Bangkok locals
Increased
€0.81
Cost per conversion reduced from €2.75 to just
Result
The
The
Brief
Unlike other restaurants, Bianca’s audience was primarily mall visitors, meaning the campaign needed hyper-local targeting. The goal was to reach potential customers already inside the mall and encourage them to visit the restaurant instead of competitors.
Provided
Services
Creative Testing & Conversion Optimization
Google Search & Performance Max Campaigns
Local Advertising
& Geo-Targeting
& Geo-Targeting
Social Media Advertising & Engagement
Takeaways
Key
With Bianca’s rapid success, the restaurant quickly established itself as a top dining choice within the mall, leveraging both Google and Meta Ads to maintain steady customer flow.
Meta Ads Performance:
- Higher reach and clicks than LAVA with the same budget
- Sustained engagement growth, even after Instagram account recovery
Meta Ads:
- Focused primarily on local Thai audiences rather than tourists.
- Engagement campaigns are used to grow brand awareness and social proof.
- Strategic content promotion, avoiding paid ads on viral Reels to maintain organic reach.
Tracking Challenge: An Instagram hack temporarily disrupted campaigns, but reach is still increasing by 11% month-over-month.
Approach
Key insight: Customers inside the mall were highly responsive to targeted ads, making precise location-based marketing crucial for success.
Optimization & Scaling:
- Shifting focus to PMax campaigns based on search intent.
- Fine-tuned audiences and creatives to maximize conversion rates.
- Achieved 5,011 monthly conversions at just €0.81 CPA.
Google Ads:
- Search and PMax campaigns targeted users within a 3-mile radius of the mall.
- Video ads on YouTube targeting individuals likely waiting in the mall while their companions shopped.
- A/B testing of creatives being focused on promoting high-demand dishes like pizza and pasta.
✔️ Cost per conversion reduced to just €0.81, with a highly efficient 11.24% conversion rate.
✔️ Precise local targeting ensured ads reached in-mall visitors, outperforming traditional search campaigns.
✔️ Social media growth and engagement played a key role in long-term brand building.
✔️ Scalability and continuous testing helped optimize both reach and conversions.
✔️ Precise local targeting ensured ads reached in-mall visitors, outperforming traditional search campaigns.
✔️ Social media growth and engagement played a key role in long-term brand building.
✔️ Scalability and continuous testing helped optimize both reach and conversions.
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