Challenge

US Pizza, a Malaysian fast-food brand, faced a major challenge in standing out among established competitors across key urban areas. Beyond in-store competition, the rise of online food delivery platforms made the market even more competitive, especially during the rapid digital transition brought on by the COVID-19 pandemic. Our first step was to assess the extent of the brand’s online visibility gap and identify how Primal could help strengthen its digital presence to capture more online market share and drive sales.

Satisfaction With Every BITE!

Approach

Primal developed a comprehensive Google Ads strategy designed to guide customers through every stage of their buying journey. This involved carefully mapping each funnel stage – from brand awareness to purchase. The team used the Google Display Network to build reach and recognition, while Search Engine Marketing (SEM) targeted users with high purchase intent. This approach demonstrated how Primal combined strategic insight and technical expertise to build a scalable foundation for long-term digital growth.

Results

Our execution centred on a multi-channel approach, powered by Performance Max (PMax) campaigns to enhance automation and optimise conversions. We crafted compelling ad copy and visuals that aligned with US Pizza’s brand identity and messaging. The results highlighted how Primal’s integrated use of Display, Search, and PMax channels enabled continuous optimisation of bids and budgets, significantly boosting online sales volume and improving overall return on ad spend. This strategic execution ultimately drove a 366% increase in revenue within just three months.

x2.5

ROAS Increase

54%

CPA Decrease

x4.66

Revenue Increase