LUCIE Drink + Dine Paid Ads

The primary goal of this case study is to showcase the effectiveness of paid advertising for LUCIE Drink + Dine on social media platforms, specifically Facebook and Instagram; in increasing brand reach, impressions and awareness we want to establish LUCIE as the preferred local neighborhood restaurant.

A/B Testing Ad Elements
To achieve the stated objectives, several ad elements were tested comprehensively:

  • Creative: Varied imagery and videos were utilized to gauge audience response.
  • Copy: Different messaging tones, lengths, and styles were employed to understand what resonates best with the target audience.
  • Call to Action: Testing various CTAs to determine which prompts the most engagement and click-throughs.
  • Audience: Tailoring audience parameters including interests, relationship status, age range, and gender to optimize targeting.
  • Landing Page: Directing users to different landing pages to assess conversion rates and user experience.
  • Headline: Experimenting with headline variations to capture attention and drive action.

Key Performance Indicators (KPIs)
The success of the advertising campaign was measured using the following KPIs:

  • Impressions: Total number of times the ad was displayed.
  • Reach: Total number of unique users who saw the ad.
  • Engagement: Interactions with the ad, including likes, comments, shares, and saves.
  • Clicks: Clicks specifically on the promotional content.
  • Cost Per Click (CPC): Average cost incurred per click on the ad.
  • Click Through Rate (CTR): Percentage of users who clicked on the ad after seeing it.


In two years, we’ve yielded promising results:

Impressions and Reach: A total of 13.2M impressions and 2.4M reach, indicating extensive exposure to the target audience.

Promotion Clicks: 60K total clicks were generated, indicating strong interest and engagement with the promotional content.

Cost-Per-Click (CPC): With an average CPC of $0.41, the cost efficiency of the campaign was notable, indicating that advertising spending was utilized effectively to drive clicks.

Click Through Rate (CTR): With an average CTW per impressions of 1%, this indicates the ad’s relevance and appeal to the target audience.

Landing page views:
A total of 40K landing page views were accounted for resulting in a high number of times a usered clicked on an ad and was directed to our specified web destination. 


Based on the successful results observed during past two years, it is evident that the selected ad elements, including creative, copy, call-to-action, audience targeting, landing pages, and headlines, have contributed to achieving the campaign objectives. Moving forward, Wave continues to leverage the best-performing ad elements and audiences while continuously iterating and optimizing the campaign to sustain and further enhance its effectiveness in driving brand awareness, engagement, and customer acquisition for LUCIE restaurant. Regular monitoring of KPIs and adaptation to changing market dynamics and consumer preferences will be essential to maintaining the campaign’s success over time.