Garrincha Meta Advertising Case Study

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Garrincha, a restaurant in Lisbon, came to us after being open for two years. The owner wanted to push private bookings and increase turnover, as the restaurant was struggling with seasonality, low foot traffic, and rotation. Most customers only arrived around 8 pm, leaving the first hours of service almost empty.

IDEA /

To address these challenges, we planned 2 ads: With that in mind, we began by:

Highlighting private events;
One focused on a dish, so that we could show the cooking process. As one of Garrincha’s customer persona are foodies who value high-quality ingredients and preparation. This was also key because the restaurant had very few videos online, with most content being just photos.

This was all with minimal editing and paired with tracks from Garrincha’s own funky, rustic playlist. Why? Because Garrincha’s image is simple, and kind of rustic yet super high-quality.

Private Events

Manti

Tarte tatin

HOW WE DID IT /

We began with the private events ad, running it for 20 days as a traffic campaign with Instagram as the landing page, optimised for profile visits. However, when we noticed fewer messages than expected, we pivoted to an engagement campaign and refined the targeting to reach the ideal 25-44 age group. This shifted the focus from just clicks to deeper interaction.

We also pinned the private events reel on Garrincha’s profile for long-term visibility, ensuring new visitors immediately saw that private events were available. At the same time, we pinned 2 other posts, optimised the bio and added the “Restaurant” category to boost discoverability.

Before

After

To improve conversions, our advertising agency in Lisbon also optimised Garrincha’s booking system (UMAI). We reduced the number of steps required, updated the background image, applied brand colours, ensured all contact details were accurate, and rewrote the text for a more conversion-friendly flow.

UMAI

STATUS /

We are currently running two food reels: one as a traffic campaign driving users to UMAI, and another as a traffic campaign to the Instagram profile. For the latter, we are targeting a 5% lookalike audience based on engaged users from the last 90 days.

We plan to follow it up with another private event reel.