PizzaExpress challenged us to do more than drive bookings. The brief was to unlock incremental growth from an already high-performing channel mix, reduce inefficiencies, and build a strategy fit for long-term scale.
In this session, we’ll take you inside that journey exploring the original business challenge, why Paid Brand was limiting growth, and how we reduced inefficiencies and minimised search cannibalisation.
We’ll share how we built a full-funnel media strategy across Google, Meta and TikTok, using data, decision and audience signals to drive smarter investment, and how creative and media worked together to unlock new, incremental demand.
The Results
- Strong year-on-year booking growth across multiple channels
- Triple-digit uplift across Generic Search, PMax and DemandGen
- Lower brand spend while maintaining overall demand
- Greater flexibility to invest in growth channels
- A more balanced, scalable and future-ready performance model
What you’ll learn:
- How to spot when strong performance is hiding inefficiency
- Practical ways to free up and reinvest budget without increasing spend
- How to reduce reliance on Paid Brand while protecting demand
- What a genuinely connected, full-funnel strategy looks like in practice
- How to build a test-and-learn approach that actually drives progress
This session is designed for senior marketers who are:
- Managing significant investment in Paid Search or Brand
- Under pressure to drive incremental growth, not just maintain performance
- Looking to make media spend work harder across the full funnel
- Interested in more integrated ways of working across data, media and creative
- Focused on long-term effectiveness as well as short-term results
