Stop Optimizing for Clicks — Start Optimizing for What Actually Matters

I just finished another restaurant ad account audit.

Almost every time, it's the same issue: most are optimizing for attention — views, clicks, and likes.

And that's one of the biggest silent killers of ROI in restaurant marketing.

The "Boosted Post" Trap

Here's what usually happens:

Someone posts a few Reels or photos, then hits the blue Boost Post button.

The post gets views. Maybe a few likes. Everyone feels like something's happening.

But the business? It hasn't actually moved.

In restaurant marketing, only three conversion events really matter:

These are what actually drive cash flow.

Reservations and events put revenue on the calendar.

Online orders are fine, but they're same-day transactions — not future business.

Because it's messy.

Every restaurant uses a different system — OpenTable, SevenRooms, Tock, Google Reservations — and private events often come in through DMs or forms.

So most people skip it. But skipping it means your ad platform never learns what actually matters.

Ad platforms like Meta and Google are learning machines.

They optimize around the data you send them.

If all you feed them is click data, they'll find more people who click.

If you send reservation or event data, they'll start finding people who book.

That's how ad dollars start compounding instead of just disappearing.

And according to Meta, advertisers who track real conversions see up to 36% lower cost per result on average.¹

If you're not optimizing for reservations, private events, or at least online orders, start there.

Set up conversion tracking.

Feed the platforms better data.

Let them learn what actually grows the business.

Need help? Email support@guestgetter.co — we'll help you set it up.

Cheers,

Kyle

¹ Source: Meta Business Help Centre, "Optimize for Conversions" study (2023).