Services / Paid Social
Paid social advertising for hospitality brands.
Put your restaurant, hotel or venue in front of the people most likely to book. We plan and optimise paid social campaigns across Meta, TikTok and other relevant platforms, using audience insights, creative testing and booking data.
Built for
Openings, multi-site groups, members' clubs and hotels that want social spend judged on bookings.
Our paid social advertising services.
Launches
Build a waitlist before opening, then fill the book on day one.
Always-on Audience Campaigns
Reach relevant audiences around each location with campaigns tailored to local demand.
Calendar moments
Quiet Mondays, Valentine's, Christmas parties, summer terraces.
Retargeting
Bring back the people who read the menu but didn't book.
Creative testing
Your team’s creative tested in paid, with clear briefs on what to make next.
Proper tracking
Set up and check platform pixels, Conversions API and relevant booking events to improve campaign measurement and conversion tracking.
From first look to the bill
- Scrolls: Your dish turns up between friends' stories.
- Saves it: Comes back when the weekend's being planned.
- Books: Straight from the ad, in a couple of taps.
- Counted: Booking outcomes reported against campaign activity where attribution data is available.
Our approach
1. Audience
Who books, when, and from how far away.
2. Plan
Phasing that follows openings, seasons and quiet nights.
3. Test
Creative and audience tests from week one.
4. Prove
Every booking traced back to its ad through CoverStory.
Platforms
- TikTok
The proof
- Tangra Restaurants: 6,000+ email subscribers before opening night
- Tangra Restaurants: ~30x average Meta ROAS by week four
- Mallow: +186% covers growth from paid media within three months
Paid Social questions
Do Instagram ads work for restaurants?
Yes, when they are built for bookings rather than reach. For Tangra in Soho, a phased paid social launch built a 6,000-strong list before opening night and returned an average Meta ROAS approaching 30x by week four.
How do you launch a new restaurant with paid social?
In phases. First build anticipation and capture intent before the doors open, often with a waitlist or competition. Then convert that audience into reservations the moment booking goes live, and keep always-on campaigns running so the opening buzz never fades.
Is TikTok worth it for hospitality brands?
For many restaurants and bars, yes, particularly for reaching younger diners and building buzz around launches and signature dishes. We test it against your other channels and only scale it if it earns its place in covers and revenue.
We're opening a new site. When should we start?
Ideally six to eight weeks before opening. That leaves time to build a waitlist and an audience, so booking opens to demand rather than silence.
Can you work alongside our creative or social agency?
Yes. We slot into wider teams all the time, taking their content into paid and feeding back what performs.
How will we know it's working?
A live dashboard from launch showing covers, cost per cover and revenue by campaign, plus monthly reviews with the people running your account.
Works well with
Turn the scroll into a booking.
Tell us where you want to grow. We'll come back with a plan, and the numbers behind it. Start a conversation