Manso Group is a leading hospitality group in Luxembourg, managing twelve unique restaurant concepts known for their authenticity and culinary passion. The group focuses on delivering diverse and high-quality dining experiences across their portfolio.
When we began our partnership in 2025, Manso Group had already achieved some success with Google Ads, generating consistent reservations at a reasonable cost.. However, their Meta Ads strategy was underdeveloped, as campaigns were running without a clear structure or strategic vision.
Our strategy covers paid advertising across Meta and Google Ads. The goal was twofold: optimize both channels to reach new audiences, and ultimately increase overall reservation volume across the restaurant network while maintaining a clear ROI, especially for dinner service and typically slower time slots.
Inefficient Campaign Structure Across Meta and Google Ads
Both Meta and Google Ads campaigns lacked strategic structure. On Meta, campaigns were being launched sporadically without planning or a cohesive strategy. On Google, branded and non-branded traffic were mixed together, causing the algorithm to prioritize "easy" conversions from users already searching for specific restaurants, rather than reaching new audiences searching for generic dining options.
Over-Focus on Existing Customers
Due to a significant portion of conversions across both platforms came from branded searches, people were already looking for a specific restaurant. While these conversions were easy to achieve, the budget was being wasted on users who would likely book anyway, rather than reaching potential new customers.
Tracking and Attribution Issues
Pixel tracking was misconfigured across some restaurant locations on Meta, and campaign optimization wasn't aligned between the two platforms, making it difficult to accurately measure performance and allocate budgets strategically.
Internal Competition Inflating Costs
Restaurants within the same group were competing against each other in the same ad auctions, artificially inflating CPCs and reducing efficiency. There was no clear strategy to differentiate positioning or prevent internal bid wars.
Internal Competition Inflating Costs
Restaurants within the same group were competing against each other in the same ad auctions, artificially inflating CPCs and reducing efficiency. There was no clear strategy to differentiate positioning or prevent internal bid wars.
1. Restructured Campaigns for Branded vs. Non-Branded Traffic
We completely rebuilt their paid advertising strategy across both Meta and Google by:
2.Optimized Meta Ads
We built out Meta Ads from scratch with:
3. Implemented strategic retargeting across both channels
We developed retargeting sequences designed to:
4. Launched campaigns for new restaurant locations
We successfully launched two new restaurant concepts, building awareness and driving reservation volume from day one through coordinated Meta and Google campaigns.
We continue to partner with Manso Group, focusing on campaign optimization and increasing reservation generation while maintaining cost efficiency.
By bringing structure and strategic thinking to both Meta and Google Ads, we helped Manso Group unlock new revenue channels while optimizing their existing performance. The key was moving beyond easy branded conversions to reach genuinely new audiences—and preventing internal competition from wasting budget. The combination of optimized paid advertising across both platforms and careful audience targeting proved essential for scaling across their restaurant network while maintaining profitable unit economics.
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We know how to unlock the potential of your business, through a growth marketing strategy that makes sense.
