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    Case study · GrabFood · Bang Tao, Phuket, Thailand

    Etna Phuket: Orders doubled — on falling traffic

    May — July 2026 (2 months)

    +87%

    revenue

    x2.2

    orders

    34.6x

    ads ROAS

    The situation before we started

    A Bang Tao restaurant in decline: revenue −21.7%, orders −17.7% versus the previous period. 39,211 people saw the listing monthly but only 182 ordered — a 0.5% through-conversion versus our fleet average of 0.9%. The traffic was there; the money wasn't.

    • Downward trend: revenue −21.7%, orders −17.7% versus the previous period
    • Through-conversion of 0.5% — half our fleet average (0.9%)
    • Only 5.2% of viewers opened the menu — the listing didn't hook
    • Ads CTR of 2.8% — paying for impressions nobody clicked
    • ROAS 14.75x — ads profitable but underperforming after the impression

    What we did — a 4-track strategy

    1

    Ads optimization

    • Manual CPO instead of auto-bidding — the algorithm was buying cheap irrelevant impressions
    • Daily management with adjustments to actual results
    • Budget raised only 50% — ads revenue grew 3.4x
    • Result: ROAS 14.75x → 34.57x
    2

    SEO & keywords

    • Phuket + Bang Tao keyword map
    • Keywords in dish names and descriptions
    • Category structure rebuild
    • The listing became clickable: CTR 2.8% → 5.59%
    3

    Funnel conversion

    • Rebuilt what the customer sees: cover, first screen, menu presentation
    • Reach → menu: 5.2% → 8.6%
    • Menu → order: 9.0% → 19.7%
    • Through-conversion x3.8: from 0.5% to 1.9% — double the fleet average
    4

    Rating & operations

    • Daily rating and review monitoring
    • Team training on operational metrics
    • Offline-rate and stock-out control
    • Rating 4.6 → 4.8

    Key results

    +87%

    revenue growth

    236,975 → 443,861 THB/mo

    x2.2

    order volume

    190 → 411 a month

    34.6x

    ads ROAS

    was 14.75x

    x3.8

    through-conversion

    0.5% → 1.9%

    x2.0

    ads CTR

    2.8% → 5.59%

    −31%

    cost per order

    42 → 29 THB

    MetricBeforeAfter
    Monthly revenue236 975 THB443 861 THB
    Monthly orders190411
    Through-conversion (reach → order)0.5%1.9%
    Menu → order conversion9.0%19.7%
    Ads ROAS14.75x34.57x
    Ads-attributed revenue124 000 THB421 000 THB
    Rating4.64.8
    Reach (seasonal decline)39 21121 330 (−46%)

    The GrabFood data

    Etna Phuket — GrabFood sales and orders chart, May–July 2026
    Etna Phuket — conversion funnel: through-conversion x3.8 on falling reach

    Real client data from GrabMerchant.

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