La Panchina had everything a neighbourhood pizzeria needs. A wood-fired oven. An Italian owner. Affordable pizza. A spot right next to a park in Surry Hills, and glowing reviews on Google and TripAdvisor.
What it didn’t have was a website.
When COVID-19 restrictions arrived, that gap suddenly mattered. Bookings came in by phone or social message, and fewer people were making that call. Pulse was asked to change that in 45 days.
The brief was refreshingly specific: within the COVID-19 rules of the time, get more people calling or messaging to book a table, especially on Mondays, Tuesdays and Sundays.
There was no booking page to send people to and no online ordering flow to optimise. Every ad had to end in one simple action: a call or a message.
Stock photography was never going to sell a wood-fired pizza in Surry Hills. We worked with the Surry Hills Creative Precinct and local food creator @jimmywongeats, who shot photos and video of the food and the space. We then edited that material into a set of ads, each with its own creative angle.
We built a Facebook and Instagram campaign that tested different creative, copy and audiences. Whatever the variation, the call to action was the same: call or message Lucca to book.
Clicks and likes weren’t the goal, so we didn’t report on them as if they were. Every call was recorded with CallRail and compared day by day, with the campaign running and with it paused.
We used the median for each day of the week, so one unusually busy Friday or quiet Wednesday couldn’t flatter the result. Thursday was left out of the comparison because we didn’t have before-and-after data for it. See how we approach reporting and dashboards.
Across the week, calls rose by 94% while the campaign was running.
On the days that needed it most (Monday, Tuesday and Sunday), calls rose by 178%. Over the 45 days, that added up to an estimated 293 extra calls for a small neighbourhood restaurant with no website.
Need your phone to ring more often? Talk to Pulse.
At Pulse Agency, we’re proud of our strong client relationships. Check out real reviews that highlight our commitment to great results and happy customers.
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After experiencing a drop in website traffic due to increased competition and a lack of marketing focus, this client engaged Pulse Agency for support. Over five months, Nicolas developed and implemented a tailored strategy covering SEO, PPC, and social media. His proactive approach, ongoing optimisation, and dedication delivered strong results. Highly recommended for digital marketing expertise and commitment to success.
Flatmates Finders - CEO
“I have worked with Nico and his team over 5 years, and would be LOST without him. His knowledge is encyclopaedic, his approach methodical and his enthusiasm to deliver results genuine. I highly recommend Nico to be part of your team, for the long haul”
CEO of Auscare Support - NDIS provider in NSW
Positive: Professionalism, Quality,
Responsiveness, Value
“I began working with Nicolas and Pulse Agency a few months ago. Pulse are managing the digital marketing for my brand, Vitajuwel, which is the leading European manufacturer of gem water products in the world. In a short time, there has been a huge improvement in the return on advertising dollars spent. I am most impressed with the knowledge and professionalism that Pulse displays and I would recommend them to others without hesitation. Ralph Silverman – Vitajuwel Australia”
Owner at Vitajuwel Australia
“Pulse Agency has really made a difference to my business!
With their professionalism, they have been able to properly explain the technical aspects of their plan for my line of work, in a way that I could understand.
Since I engaged the services of Pulse Agency, my business has grown and become more prominent in my industry area.”
Owner at Chapman Solicitors