Lina Stores
How Lina Stores Achieved 37.6x ROAS in the UK Market
Paid Social
About the Brand
An Italian hospitality group with serious ambition.
Lina Stores is an Italian restaurant group with eight London venues, a flagship Bar Lina in Manchester, and a thriving direct-to-consumer e-commerce operation. Set menus, lunch service, and counter dining anchor each location, with seasonal menus rotated through the year.
Each venue has its own audience, footfall pattern, and competitive context, from the central buzz of Soho and Marylebone to the office-hour demand of Canary Wharf and Broadgate. A single, blunt campaign would have left value on the table at every venue.
9 venues. Two cities, one brand
LONDON
Soho
Marylebone
Shoreditch
King’s Cross
Clapham
City
Broadgate
Canary Wharf
MANCHESTER
Bar Lina
DTC e-commerce
The Challenge
Performance marketing for restaurants is hard. Multi-venue is harder.
Restaurant Meta Ads typically clear 3x to 5x ROAS when they work. Most don’t. Auto-optimisation pulls budget toward the easiest-converting venue and starves the others, creative fatigues within weeks, and attributing a click to a butt in a seat requires real infrastructure, not platform-default conversion tracking.
01 Nine venues, nine demand curves
Soho’s tourist pull, Canary Wharf’s office hours, Manchester’s weekend draw. One campaign cannot serve all of them efficiently.
02 Reservation attribution gap
Platform conversion tracking sees clicks, not covers. We needed to tie every reservation back to the source down to the venue.
03 Three booking types, three values
Set menus, lunchtime à la carte, and outside-window bookings each behave differently. Treating them as one metric hides the real story.
The Strategy
The Multi-Venue Attribution Stack.
Three layers, each addressing a different part of the funnel. The unique unlock is the third layer: tying paid clicks back through SevenRooms to actual confirmed reservations, so we know which campaign filled which table.
01 DEMAND CAPTURE
Meta Ads
Venue-decoupled campaigns. Each location gets its own creative, audience, and optimisation envelope. No single venue cannibalises the others.
02 INTENT CAPTURE
Google Ads
Performance Max plus Search, with asset groups built per location and geo-targeted copy that mentions the venue by name.
03 ATTRIBUTION
SevenRooms
Every click attributed through to confirmed reservations, by venue and by booking type. Set menu / lunchtime / outside-window each tracked separately.
The Execution
Meta Ads
Two cities, same playbook, both above benchmark.
Restaurant category Meta ROAS typically lands at 3x to 5x. Both cities are operating at 6x to 10x that benchmark, driven by Spring Menu video creative and venue-isolated campaign architecture. 96-100% new customer reach across both ad accounts.
MANCHESTER
- Bar Lina 34.4x
- META ROAS · 3 WEEKS
- Reach 60K+
- New customers 98%
LONDON
- Eight venues 37.6x
- META ROAS · 3 WEEKS
- Reach 65K+
- New customers 96%
Google Ads
Lunch intent, captured.
While Meta surfaces the brand to people who weren’t looking, Google captures the moment of intent.
Performance Max asset groups built per venue (e.g. “Lunch Menu London”, “Lunch Menu Manchester”) meet diners exactly when they’re searching.
Continuous search-term refinement has driven London CPC down by 40%.
Manchester CPC sits well below the £0.50-£1.20 category typical.
100% new-customer acquisition across the Google account.
Every Google reservation arrives set-menu coded. That booking type is the most efficient to fulfil, the highest-margin to serve, and the easiest to forecast.
Three-Tier
Reservation Attribution.
Most agencies report restaurant clicks. We report tables filled, broken down by what kind of meal each one represents. The same paid click is worth different things depending on what it converts to.
TIER 1
Set Menu
In-window booking with confirmed menu choice
Highest-value, most predictable. Drives the bulk of revenue and the cleanest attribution signal. This is what we optimise toward.
TIER 2
Lunchtime à la carte
In-window booking, off-menu order
Steady volume, mid-margin. Tracked separately to spot office-hour patterns and rebalance budget into peak windows.
TIER 3
Outside booking window
Future or non-standard reservation
Demand spillover. Lower priority for paid optimisation but a useful signal that the campaign is generating brand recall, not just impulse clicks.
Results Dashboard
Performance well clear of the hospitality benchmark.
37.6x
META ROAS · LONDON
Category: 3x – 5x
34.4x
META ROAS · MANCHESTER
Category: 3x – 5x
60-70% below category
benchmark
GOOGLE CPC
Category: £0.50-£1.20
96-100%
NEW CUSTOMERS
Across both ad accounts
Restaurant Meta benchmark sits between 3x and 5x ROAS for healthy campaigns. Lina’s ROAS is between 6x and 10x that benchmark, sustained across both cities.
When the platform won’t optimise toward you, decouple.
THE PROBLEM
Meta’s optimisation engine is ruthless. If one venue converts more cheaply than the others, the algorithm will pour budget there and starve the rest, even when the strategic value of every venue is the same.
THE FIX
Geo-decouple. Canary Wharf, Clapham and King’s Cross were lifted into isolated, location-specific campaigns with copy that names the venue (“Lina Stores lunch in Canary Wharf”). Each campaign now has its own optimisation envelope and budget floor.
Two things this work reinforced for our wider practice.
01 Multi-venue brands need multi-campaign architecture.
One blended campaign across nine venues looks efficient on paper. In practice, it lets the platform cherry-pick the easiest venue and starve the others. Decoupling restores strategic intent.
02 Attribution depth determines optimisation precision.
SevenRooms-tied reservation attribution lets us optimise toward set menus rather than clicks. It is the difference between a campaign that looks good and one that pays back.
More Success Stories
How White Rabbit Lisbon Achieved 41.09x peak weekly ROAS
White Rabbit Lisbon How White Rabbit Lisbon Achieved 41.09x Peak Weekly ROAS Google Ads Paid Social ORGANIC SOCIAL VIDEO CONTENT CREATION In this case study About the Brand The Challenge The Strategy The Execution Results Dashboard Creative Showcase About the Brand An…
How We Run Your BNB Achieved 1900+ form leads
We Run Your BNB How We Run Your BNB Achieved 1900+ form leads Google Ads In this case study About the Brand The Challenge The Strategy The Execution Results Dashboard Creative Showcase About the Brand Full-service management for short-term rental owners We Run Your…
Download our Paid Media Playbook
The exact framework we used for Gelish.
Ready to write your own success story?
We help ambitious brands scale with certainty.