A 38-seat köfte (Turkish meatball) restaurant in Bursa Mudanya started with the same question every small operator asks: "can $35 a month actually move the needle?" After 90 days the answer was clear: yes, but only with the right split. The result was 142 new customers at an average $0.65 cost-per-acquisition.
Why the 50/35/15 split worked
The owner first considered dumping the entire budget into Meta. After two weeks of small tests across three platforms, a different picture emerged. Meta's local geotargeting works beautifully for visual menus; Google Local captures high-intent "köfte near me" searches; TikTok warms up the 18-30 age bracket with brand awareness rather than direct conversion.
The final allocation: Meta 50% ($17.50), Google Local 35% ($12.25), TikTok 15% ($5.25). This ratio isn't universal — a coffee shop might push TikTok to 30%, but for evening-meal intent, Google Local was a goldmine.
90-day performance numbers
The owner's simple spreadsheet told the story. Meta cost-per-customer landed at $1.00, Google Local at $0.50, TikTok at $0.32. TikTok was cheapest but lowest volume; Google Local delivered both low cost and high intent.
- Meta Ads: $17.50 → 18 customers — Instagram reels + carousel
- Google Local: $12.25 → 25 customers — "köfteci mudanya" search
- TikTok: $5.25 → 16 customers — meatball prep videos
What changed after 3 months
Of the 142 new customers, 34% returned for a second visit; average ticket sat at $10. That $105 quarterly ad spend translated to roughly $1,420 in incremental revenue — ROAS around 13.5x.
From month two, the owner moved his menu to thMenu QR. Instagram ads pointed directly to the digital menu. Customers browsed before ordering, average order time dropped two minutes, and check average rose 11%.
FAQ
Does this split work in every city? No. In dense metros Meta CPCs run higher; push Google Local to 40-45% in Istanbul, NYC, or London.
If I can only start one platform, which? Google Local. Highest intent, easiest to measure, lowest waste.
Should ads point to my menu or website? Your QR menu URL. Customers can't decide without seeing food; site bounce is usually high when the menu is buried.
Found this helpful? Share it.
Related articles
7 Smart Ways to Place QR Codes in Your Restaurant
Placement matters more than you think. These seven strategies maximize QR code s…
How to Reduce Waiter Workload by 40% Without Firing Anyone
Smart digital tools don't replace your team — they free them to focus on what ma…
12 Concrete Benefits of QR Menus (Backed by Real Data)
From eliminating print costs to boosting average order value by up to 31%, here …