CASE STUDY: Scaling Papa Murphy’s Paid Media Strategy to 30x ROAS

Client: Papa Murphy’s Pizza
Industry: Quick-Service Restaurant (QSR)
Services Provided: Meta Ads, Google Ads Strategy & Management
Media Budget: $300K per month

BACKGROUND

Papa Murphy’s, a well-known take-and-bake pizza brand, was running Meta Ads with a below 5x return on ad spend (ROAS) and had no active Google Ads campaigns. The brand needed a stronger, data-driven paid media strategy to maximize efficiency, increase engagement, and drive higher returns.

Challenges

  • Underperforming Meta Ads with low ROAS (<5x)

  • No active Google Ads strategy

  • Lack of audience segmentation

  • Basic ad creatives that failed to engage customers effectively

STRATEGY & EXECUTION

To transform Papa Murphy’s paid media performance, a full-funnel, audience-driven strategy was developed and implemented across Meta Ads and Google Ads:

Meta Ads Strategy – Achieving 30x ROAS 🚀

✅ Dynamic Creative Optimization – Transformed basic ads into highly engaging, data-driven creatives tailored to different customer segments.
✅ Audience Segmentation – Split targeting into:

  • New Customers – Engaging first-time buyers

  • Lapsed Customers – Re-engaging past customers

  • Returning Customers – Encouraging repeat purchases

    ✅ Personalized Ad Creative – Developed unique messaging and visuals for each audience segment to increase engagement and conversions.

Google Ads Strategy – Scaling to 15x ROAS 📈

✅ Full-Funnel Approach – Designed campaigns to attract, engage, and convert both new and existing customers.
✅ Diverse Campaign Testing – Launched and optimized:

  • Search Ads – Capturing high-intent customers actively searching for pizza.

  • Display Ads – Expanding brand awareness and retargeting users.

  • YouTube Ads – Engaging potential customers through video content.

  • Max Performance Campaigns – Utilizing Google’s AI-driven automation for optimal reach and conversions.

RESULTS

🔥 Meta Ads ROAS Increased from <5x to Over 30x
🔥 Google Ads Launched & Achieved 15x ROAS
🔥 Higher Engagement & Conversion Rates Across All Paid Channels
🔥 Data-Driven Creative & Audience Strategy Led to Sustainable Growth

CONCLUSION

By implementing a highly strategic, audience-focused approach to Meta and Google Ads, Papa Murphy’s saw a massive improvement in ad performance and profitability. This campaign not only boosted short-term revenue but also laid the foundation for sustained digital advertising success.

🚀 Ready to scale your paid media strategy? Let’s chat about how I can help maximize your ROAS!

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