The starting point was clear: Traspaso Restaurante wanted to scale its digital acquisition and professionalize its advertising structure.

Up to that moment, investment was mainly concentrated on Google Ads, with room for improvement in both efficiency and campaign organization. In addition, there was no active Social Ads strategy in place.

The challenge had several layers:

• Launching Meta Ads from scratch.
• Optimizing and restructuring Google Ads.
• Replicating learnings previously applied in another vertical within the group (Traspaso Dental).
• Reducing cost per lead.

And, above all, improving the quality of the generated contacts.

In a market where buying or selling a restaurant involves financial analysis, risk, and planning, generating uncontrolled volume can create commercial friction. The goal was not to fill the CRM, but to fill it with real opportunities.

The strategy was designed with a structured approach and supported by continuous analysis through Adsmurai Marketing Platform (AMP) and the Scale service, enabling greater precision and control over performance.

Strategic activation on Meta Ads

A differentiated structure was developed based on user type:

• Campaigns targeting potential buyers.
• Specific campaigns aimed at attracting sellers.

This segmentation made it possible to adapt messaging, creatives, and approaches according to user intent. Someone looking to invest is not the same as someone looking to sell their business, and the communication needed to reflect that.

The activation of Social not only introduced a new acquisition channel but also generated a steady flow of qualified leads at a competitive cost.

Restructuring and optimization of Google Ads

At the same time, an in-depth analysis was conducted across the three key levels: Campaign, ad group, and ad.

Based on this diagnosis, the following actions were taken:

• Reorganized the campaign architecture.
• Optimized targeting and structures.
• Redistributed budget towards the most efficient sets.
• Eliminated inefficiencies that were impacting CPL.

The focus was not only on reducing costs but on building a more scalable and sustainable structure over time.

The optimization did not just result in a one-time improvement in CPL. What was achieved was a structural shift in both efficiency and performance stability.

The comparative analysis between periods clearly shows the transformation:

• Average CPL (previous period): €30.69
• Average CPL after optimization: €12.51
• Approximate reduction: -59%

But the average figure only tells part of the story.

In the previous period, CPL behavior was highly volatile, with peaks exceeding €35 and even approaching €40 in certain weeks. This instability made budget forecasting difficult and led to inefficiencies in acquisition.

After the strategic restructuring and multichannel activation:

• CPL stabilized within a much more controlled range (between €9 and €15).
• Cost spikes were eliminated.
• Greater predictability in investment was achieved.
• A solid foundation was built to scale without increasing costs.

This shift proves that the issue was not the market or demand. It was the architecture.

The combination of strategic activation and structural optimization had a direct impact on performance.

Meta Ads: from zero activation to immediate impact

• Non-existent channel before activation.
• Current average CPL: ~€10
• 22% of leads classified as SQL by the sales team.

This last figure is especially relevant. We are not just talking about submitted forms, but leads that move forward in the funnel and become real business opportunities.

Overall business impact

Over the past month and a half, a strong focus was placed on acquiring sellers, significantly increasing this type of lead and helping to balance the supply and demand ecosystem within the platform.

Additionally:

• The channel mix was diversified.
• Dependency on Google alone was reduced.
• Acquisition predictability improved.
• Average lead quality increased.