As Food Safety Guru prepared to scale and expand their reach within the hospitality sector, they needed a lead generation strategy that would not only increase volume, but also reposition the brand for larger, multi-site operators. Through a structured paid social approach, we helped them accelerate growth while strengthening their credibility with high-value decision-makers.
Food Safety Guru helps hospitality businesses digitise food safety checks, making compliance faster, easier and audit-ready. To support investment in their new app and fuel growth, they needed to generate a higher volume of quality leads from food businesses.
At the same time, they faced two core challenges:
• Demonstrating scalability
Their high-touch, supportive approach worked well with independents — but they needed to show it could scale without losing quality or control.
• Repositioning for larger brands
They were seen as a trusted partner for smaller operators, but needed to be perceived as a credible, structured solution for multi-site hospitality brands demanding centralised reporting, robust compliance tracking and seamless rollout across locations.
The objective was clear: attract more leads and evolve brand perception to match the ambitions of larger foodservice operators.
We built a paid social strategy using Meta’s advanced targeting to reach hospitality decision-makers.
Audience layers combined sector targeting, job roles and historical conversion data to prioritise high-intent prospects.
Creative focused on what larger operators care about most:
Scale. Consistency. Control.
A structured funnel drove performance:
• Prospecting campaigns to a high-converting landing page
• Automated remarketing for non-converters
• Barrier-focused creative addressing rollout complexity, disruption and reporting visibility
The result was a self-sustaining conversion loop, continuously refined using live performance data.
The campaign delivered outstanding results against all key targets:
237 leads generated (against a target of 92)
81,740 total reach
£23.18 cost per lead (vs a target of £65)
By combining precise targeting, persuasion-focused creative and a data-driven media strategy, we helped Food Safety Guru significantly increase lead volume while elevating their positioning with larger hospitality brands.
Leads Generated (against a target of 92)
Total Reach
Cost Per Lead (vs a target of £65)
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Or send Alex an email to alex@airsocial.co.uk
