Paid Social & Search for Pizza Shop Multi-Location

Capital Corp. is looking for an ad agency or individual expert on paid social and paid search ads. Meta at ~4.8X ROI and $7.88 CPA; Google at ~44.55X ROI and ~3.87% CVR. Monthly media budget is $100,000. The mandate is not “fix a broken account.” It is to scale ROAS at rising contribution profit, grow online sales, and open a franchise-lead engine without diluting unit economics. Increase profitable online orders across Shop, site, and local profiles while generating qualified franchisee applications. Success is measured on blended ROAS, CPA/MER, location-level sales lift, and cost per franchise-qualified lead—not clicks or reach. CAPITAL CORP. — PAID MEDIA GROWTH PROPOSAL DMD Creative / DM Digital Ads Prepared for: Capital Corp. Leadership Scope: Paid social + paid search, creative production, marketplace/local systems, franchise lead generation Recommended starting media budget: $100,000 / month 1. Situation Capital Corp. is a multi-location brand with 35 operating sites, an active Facebook/Instagram Shop catalog for menu ordering, and Google Business Profile pages for every location. The company already generates strong paid returns and now wants an agency that can scale those returns without sacrificing unit economics—while also building the creative, local, and franchise-acquisition engine required for the next stage of growth. Current reported baselines: • Meta: ~4.8X ROI and $7.88 average CPA • Google Ads: ~44.55X ROI and ~3.87% conversion rate • Monthly paid media budget: $100,000 Those numbers are not a rescue brief. They are a scale brief. A “good enough” 4.8X Meta account often hides wasted frequency, tired creative, weak catalog signals, and underused local intent. A 44X+ Google account can still leak impression share on the highest-intent queries, under-use Shopping/PMax, and fail to separate customer-order demand from franchisee-applicant demand. The mandate is to raise profitable volume: more online orders, more repeat customers, stronger local pack performance, and a qualified franchise pipeline—without inflating CPA or diluting Google efficiency. 2. Objective Primary: Increase online sales and contribution profit from paid social and paid search at a $100K monthly spend, with ROAS/ROI rising as spend is deployed more intelligently. Secondary: Build professional video and influencer assets that feed every paid channel. Tertiary: Convert franchise interest into qualified applications through dedicated social and search campaigns, without contaminating customer-acquisition accounts. 90-day directional targets (finalized after audit): • Protect or improve Google ROI while growing converted sessions and Shopping/local share. • Lift Meta efficiency above the 4.8X baseline through creative velocity, catalog optimization, and tighter audience architecture. • Establish a measurable franchise cost-per-qualified-application. • Stand up a reusable video/UGC system so creative is no longer the bottleneck to scale. 3. Why this engagement fits our model We specialize in accounts that already look strong on paper and still have another gear. Relevant proof points: • Paisano’s Meta: spend down 4% while sales rose 74% ($2.7M → $4.7M), CPA $8.75 → $5.55, ROAS 4.8X → 8.11X. • Paisano’s Google: 48X annual baseline rebuilt to 78.8X in 60 days and a sustained 205X for 90 days. • StatLabs: $8,500 spend produced 14.4X ROAS and doubled an affiliate/partner revenue line. • Broader partner pattern: ~12.3X average ROAS, 60–80% CPA reductions, 42%+ sales-return lift in the first 45–60 days on many launches. • Platform credentials: Google Ads Manager, Meta Business Partner / Certified Ads, TikTok Marketing Partner, HubSpot Facebook Ads, SEO Expert, Shopify Partner. Capital Corp.’s starting Meta CPA ($7.88) and Google ROI (44.55X) sit in the same “already working” zone where most agencies maintain instead of rebuild. That is the work we do. 4. Recommended channel system Budget is allocated by job, not by habit. A working split for month one (adjusted weekly): A. Meta + Instagram — customer orders (est. $35K–$45K) Purchase-optimized campaigns feeding the Facebook/Instagram Shop catalog and site/app order paths. Advantage+ / catalog ads for menu velocity items; prospecting for new guests; retargeting for lapsed orderers and high-AOV combinations. Creative: short conversational video first, static only when it beats video. Measure: purchases, CPA vs $7.88, incremental ROAS vs 4.8X, new vs returning, catalog item ROAS. B. Google Search + Shopping / PMax — high-intent demand (est. $25K–$35K) Search captures “near me,” menu, catering, and order-now intent. Shopping/PMax uses a cleaned product/menu feed so Google can promote orderable items, not generic brand queries. Brand terms are protected; non-brand is expanded only when CVR and ROI hold near the 3.87% / 44.55X baseline. Measure: revenue, ROI, CVR, impression share on money terms, Shopping CTR/CVR. C. YouTube / Google Video — efficient cold demand (est. $8K–$12K) Pre-roll and in-feed built for 3–5 second hooks, then a single order or franchise CTA. In-market and custom-intent audiences; existing customers excluded from prospecting. Video is not a vanity channel. It is measured to site/shop orders and qualified franchise clicks. D. TikTok Ads — cold conversion and content engine (est. $8K–$12K) Native UGC-style spots for menu heroes and limited offers. Spark Ads when organic posts prove retention. Conversion campaigns to Shop/site. Fast creative iteration (new hooks weekly). Measure: CPA, ROAS, thumb-stop rate, purchase volume. E. Local / GMB layer — 35 locations (funded from Search + Local/PMax) Each location profile is treated as a conversion asset: categories, photos, products/menu, posts, Q&A, review velocity. Geo-fenced campaigns support the profiles that actually convert to calls, directions, and orders. Multi-location negative-keyword and radius rules prevent sister stores from bidding against each other. F. Franchise acquisition — separate structu