Reach Isn’t a Customer.

The Two Briefs

At Firey Pixel, my agency, two restaurants in Kohat came to me in the same year. Munch, a fast-food place, wanted orders. Pearl Oasis, a multi-cuisine restaurant, wanted the city to know it.

Munch: The Offer

The ads were simple on purpose: one dish, one price, one button. “Large BBQ pizza, Rs 1,300”, before Ramadan, with a button that opened WhatsApp.

This is where my habit of sending ads to WhatsApp started. People in Kohat would rather message than fill in a form.

Pearl Oasis: The Audit

Before planning anything, I looked at who the restaurant was talking to. About 13,000 Facebook followers, but only 15% in Kohat. Instagram had about 800, and 60% of them were local. On Google, the restaurant was hard to find for “restaurants near me” and “best restaurants in Kohat”.

Pearl Oasis: The Video

In December 2024 we ran a video of the CEO introducing the restaurant.

A huge reach for very little money, and not one conversation. The video built familiarity, but it gave nobody a reason to come in this week, and it asked for nothing.

What I Changed

• Radius. The plan moved every ad inside 10–20 km of the restaurant.
• Search. A proper Google listing, and a push for reviews from real diners.
• The ask. Every story paired with a reason to visit and a way to message.

Firey Pixel clients, 2024. Numbers from the restaurants’ Meta ad accounts. I don’t have results from the Pearl Oasis plan that followed, so none are shown.