$300,000 CLP — roughly $300 USD — to cover two months and three campaigns across two platforms for a local café that had lost its new-opening buzz. That constraint defined every strategic decision: no wasted impressions, no broad audiences, no experimental formats. Every peso had to do a specific job at a specific stage of the funnel.
The media mix covered the full funnel in three phases. A Meta Awareness campaign using Advantage+ audience and 5km geolocation to maximize reach at low CPM among people physically close enough to visit. A Meta Conversion campaign retargeting users who watched 75%+ of the awareness reel, plus Lookalike audiences built from "Get Directions" behavior — people who already showed intent. A hyper-local Google Search campaign targeting high-intent queries within 1–2km of the café during peak hours, capturing demand at the exact moment of decision.
Every ad was written from scratch with the brand's slow-living, bohemian identity in mind — not generic café copy. The awareness reel led with sensory language: "Esa sensación de un buen café y el olor a pan recién hecho." The conversion ads were direct and location-specific, driving to Google Maps with a single CTA. The Google Search ads used three title variations tested against keyword intent, with site extensions linking to Menu, Gallery and Hours — and aggressive negative keyword lists to protect the limited budget from irrelevant searches.
Meta Awareness: 20,000–30,000 unique users targeted at CPM ≤ $2,500 CLP. Meta Conversion: 70+ "Get Directions" clicks projected at CPA ≤ $1,600 CLP with CTR > 2%. Google Search: CTR target > 3%, CPC between $300–600 CLP, Quality Score > 7 per keyword. Full-funnel coverage delivered within budget — with room for weekly optimization on keywords and creative rotation.
The most important strategic decision in this project wasn't which platform to use — it was accepting that a small budget forces clarity. With $300 USD you can't test everything, so you have to be right about what matters most. In this case: geolocation precision over broad reach, retargeting over cold audiences, and search intent over social discovery. Constraint as creative brief.
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