Case Study
Mala Ocean Tavern
We built Mala Ocean Tavern's paid social presence from zero and turned a four-figure ad budget into 888 new customer leads at $0.93 each.
Leads generated
888
Cost per lead
$0.93
People reached
90,000+
Total ad spend
~$1,241
Overview
Mala Ocean Tavern is a beloved oceanfront restaurant in Lahaina, Maui, a destination dining spot where the surf breaks feet from your table. Great food and a one-of-a-kind location, but no paid digital engine bringing new guests through the door.
The Challenge
Mala had no Meta Business infrastructure at all: no ad account, no pixel, no audiences, no campaign history to learn from. In a tourist market where every restaurant is fighting for the same visitors' attention, the restaurant needed a way to reach both travelers planning their trip and locals choosing where to eat tonight, on a budget a restaurant can actually sustain.
Our Approach
We built the machine from scratch and then ran three campaigns through it simultaneously, each with a different job. A Facebook Lead Ad campaign captured high-intent diners. An Instagram Stories and Reels campaign put Mala's oceanfront atmosphere in front of the platform's most engaged audience. And a broad awareness campaign kept the brand in front of the wider market at minimal cost. Running all three at once let each format do what it does best while sharing creative and audience learnings.
Results
For a total spend of roughly $1,241, the program generated 888 qualified leads at $0.93 per lead, a fraction of typical restaurant lead-gen costs, and put Mala in front of more than 90,000 people.
888
Leads generated at $0.93 cost per lead
69,184
People reached by the awareness campaign at a $4.76 CPM
21,592
People reached through Instagram Stories & Reels at a $3.96 CPM
What We Did
6 deliverablesMeta Business Account Build-Out
Configured Mala's Meta Business infrastructure from scratch: business manager, ad account, tracking, and audience foundations.
Multi-Campaign Strategy
Designed three simultaneous campaigns with distinct objectives: lead capture, engagement, and awareness, so each dollar had a defined job.
Facebook Lead Generation
Launched and optimized a Lead Ad campaign that delivered 888 leads at $0.93 per lead on $826.51 of spend.
Instagram Stories & Reels
Produced a vertical-format campaign reaching 21,592 people at a $3.96 CPM ($85.50 total spend).
Brand Awareness Campaign
Ran a broad-reach campaign putting Mala in front of 69,184 people at a $4.76 CPM for $329.29.
Performance Reporting
Delivered campaign analytics covering reach, cost efficiency, and lead volume across all three campaigns.