| Paid Media | Meta Advertising | Lead Generation | Growth Strategy | Franchise Marketing |
Introduction |
As Pizza Guys expanded from a beloved regional favorite into a growing national brand, the team faced the challenge of scaling both demand and operations simultaneously. With increased visibility came increased complexity—particularly around franchise reporting, data clarity, and keeping delivery top of mind during competitive meal decision moments. Pizza Guys partnered with Two Trees PPC to modernize their digital marketing efforts while building operational systems that could support long-term, franchise-wide growth. Historically, search engine marketing had underperformed, with non-branded search accounting for less than 20% of total conversions. Two Trees PPC was brought in to change that trajectory. |
Overview & Strategy
Pizza Guys needed a strategy that addressed both sides of the business: driving incremental delivery sales through digital channels and creating cleaner, more actionable reporting for franchisees. The brand’s growth required consistency across markets, transparency in performance, and the ability to move quickly based on reliable data.
Two Trees PPC developed a multi-platform paid media strategy designed to capture attention during high-intent moments—when customers were deciding what and where to eat—while simultaneously restructuring reporting processes to better support franchise operators. The goal was to increase efficiency at every level, from ad spend to in-store decision-making.
Execution |
To drive delivery growth, we launched coordinated campaigns across Meta, YouTube, and TikTok. Meta Ads focused on bold, appetite-driven creative featuring Pizza Guys’ core offerings and limited-time promotions designed to convert quickly. YouTube Ads targeted users during peak meal decision windows, using upbeat, engaging video content within defined delivery areas to reinforce brand presence when hunger was highest. TikTok Ads leaned into a user-generated content style, helping the brand connect authentically with younger audiences—particularly in college-driven markets. Alongside paid media, Two Trees PPC addressed operational challenges by overhauling reporting and performance tracking systems. We introduced monthly in-person reporting meetings built around new KPIs and benchmarks, created store-specific growth plans, and implemented structured optimization timelines. Reporting access was expanded through weekly PDF summaries and live Tableau dashboards, giving franchisees full visibility into performance at any time. By integrating POS data into marketing analysis, we shifted success metrics toward cost per pizza sold, enabling smarter budget allocation and clearer insight into true campaign impact. |
Results
The combined focus on performance marketing and operational clarity delivered measurable improvements across the business. Cost per click decreased by 50%, driven by stronger creative and more precise targeting. Video performance improved significantly, with a 75% increase in completed video views after optimizing delivery around peak meal hours.
Improved reporting systems led to faster, more confident decision-making at both the franchise and corporate levels. By aligning POS data with marketing performance, Pizza Guys gained a clearer understanding of profitability and efficiency, transforming how budgets were managed and optimized.
The partnership continued to expand beyond initial campaign goals, evolving into localized activations and customized market strategies that supported sustained franchise growth as Pizza Guys entered new regions.
Looking Ahead
With scalable systems in place and a proven multi-platform strategy driving results, Pizza Guys is positioned for continued national expansion—supported by data-driven decision-making and marketing built to perform at scale.