Real campaigns. Tracked results.

01 The Challenge

The World Gourmet Festival brought top international chefs to Anantara Siam Bangkok for six days and 13 ticketed food experiences, from afternoon tea to a 3-Michelin-star dinner. Guests could book seats online through TableCheck. The festival needed to build demand in Bangkok and across the region, then turn it into web bookings in the ten weeks before opening.

02 What I Did

• Split the budget into four date-based phases: July awareness in Thailand, Singapore, Hong Kong and Kuala Lumpur; an August booking push; a September push with extra traffic ads; and a festival-week countdown.
• Retargeted website visitors, social media engagers and the hotel's past restaurant guests, and used lookalike audiences to find new people similar to those guests.
• Led with chef and food videos and chef-collaboration carousels, and gave Stories and Reels their own full-screen vertical ads so the artwork showed in full.
• Optimised the main August–September campaign for booking starts on TableCheck, then rebuilt its ads to link straight to the booking page, removing a step for guests.
• Matched TableCheck web sales to each phase by booking date, so the hotel could see which month brought the most online sales.

03 The Results

While the campaign ran (18 Jul – 4 Oct), 94 bookings for 208 guests were made online through TableCheck, worth $41,070 (THB 1,375,962). That is 6.2 times the $6,610 (THB 221,512) spent on my Meta campaigns. The figure counts every web booking made in that window, from any source, not only those Meta could trace to an ad.

• August was the strongest month: 44 web bookings worth $24,420, or 13.2 times the $1,850 spent on my ads that month.
• Ads were seen 4.7 million times and brought 32,415 link clicks and 22,673 landing-page visits, at $0.29 per visit.
• The chef-collaboration dinner carousel brought the lowest-cost clicks of my festival campaigns: 5,078 link clicks at $0.04 each, with 2.21% of views turning into a click.
• Six sessions were fully booked across all sales channels, including a 3-Michelin-star guest chef's dinner and all three afternoon teas.

01 The Challenge

Thai Thai, a contemporary Thai restaurant inside Pullman Phuket Karon, opened on 15 July 2026 with no established online audience. It needed to become known quickly in a busy holiday area, among residents and visitors alike. The launch ads had to build awareness and send people to its new Instagram account and website.

02 What I Did

• Launched Meta ads the day after opening, aimed at people living in or visiting Karon and wider Phuket, mostly those interested in Thai food, restaurants and travel.
• Put the brand video behind a reach campaign, so the new restaurant was seen by as many people as possible at a low cost.
• Sent people to the new Instagram profile with carousels and videos on Thailand's regional food, leaving out existing followers so the budget reached new people.
• Promoted timely offers, such as a Sunset Pairing, a set menu and a Mother's Day special, to bring people to the restaurant's website.

03 The Results

In the first 47 days after opening, the ads reached more than 620,000 people in Phuket and were seen almost 1.9 million times, for $990 (THB 33,301). That is $0.52 (THB 17.65) per 1,000 impressions. The ads brought more than 10,000 link clicks, and many of them led to more than 6,400 visits to the new Instagram profile, at under $0.06 each.

• The brand video alone reached 368,792 people at $0.24 per 1,000 impressions, the lowest of any ad.
• The best carousel drew about six times more clicks per view than the brand video (2.05% vs 0.32%).
• The Sunset Pairing offer sent more people to the restaurant's website than any other ad (430 website visits).
• Link clicks from people aged 18–24 cost under $0.06 (THB 1.97) each, compared with just under $0.10 (THB 3.33) across all ages.

01 The Challenge

Madison Steak Avenue is a New York-style steakhouse inside Anantara Siam Bangkok, in a city full of well-known international steakhouse brands. The goal was to keep Madison in front of the right diners every month on a steady budget, and to give them a clear reason to book.

02 What I Did

• Built two layers: booking ads (for diners near the hotel, plus a separate ad set for past guests, site visitors and video viewers) and low-cost awareness ads for new diners only.
• Targeted central Bangkok areas around the hotel, such as Siam, Sukhumvit and Thonglor, and people interested in steak, wine, luxury and international travel.
• From August, added the hotel's restaurant guest lists and lookalike audiences built from them, so Meta could find people similar to real diners.
• Led the booking ads with signature dishes: the Rossini Flambé (back for a limited season), Lobster Thermidor (the top-spending ad) and the new XL Pork Chop.
• Wrote a creative brief for occasion-led ads (business lunches, client dinners) and reviewed rival steakhouses' ads every month in Meta's public Ad Library.

03 The Results

Over six months, the ads were shown 8.8 million times, about 1.4 million times a month. After I added low-cost awareness ads next to the booking ads (video views from April, reach from May), the average cost of 1,000 impressions fell 82%, from $3.38 in March to $0.58 in August. In the same months, the restaurant's own TableCheck and LINE records show 223 guests booked; this counts everyone who booked through those channels, not only people who saw an ad.

• 8.8M impressions in six months, about 1.4M a month, on $1,360 a month.
• Cost per 1,000 impressions down 82%: $3.38 in March, $0.58 in August.
• March: the Rossini Flambé video got about 3x the click rate of menu carousels shown to the same audience (1.42% vs 0.42–0.45%).
• 223 guests booked via TableCheck + LINE, Mar–Aug (restaurant's own records, all sources).

01 The Challenge

Hug Samui is a well-loved beachfront restaurant and bar on Bang Por Beach, on Koh Samui's quiet north coast. On Google, about 4,300 restaurant searches a month name Chaweng or Lamai, but only about 70 name Bang Por or nearby Mae Nam. The restaurant needed to give guests a reason to drive 20–30 minutes from the busy beaches.

02 What I Did

• Focused the ads on direct actions: I built Meta ads that open a chat (WhatsApp, Messenger or Instagram) and planned Google ads around calls and direction requests from Google Maps.
• Wrote ads around the venue's real moments. The beach fire show became a reason to book dinner: 'The fire starts at 8. Dinner should start earlier.'
• After two weeks, I rebuilt the Meta campaign: the whole island as the audience, Meta's AI audience switched on, adults 20+ for Thai alcohol-ad law, and fewer, stronger posts.
• In mid-September, I aimed the chat ads at food lovers on the island who speak English, Russian, Chinese, Korean, Japanese or Portuguese and who travel often or like luxury. I also added fresh food posts.
• Ran a low-cost awareness campaign of fire-show and sunset posts to the whole island, capped at two views per person a week, to keep the restaurant top of mind.

03 The Results

In six weeks, about $650 of ads brought 122 direct actions: 31 chats from Meta ads and 91 calls and direction requests from Google ads. That is about $5 per action. After the rebuild, each Meta chat cost 55% less than before, and a $76 awareness campaign reached 134,696 people.

• 122 chats, calls and direction requests from ads in six weeks, at about $5 each across all ad spend.
• Each Meta chat cost 55% less after the rebuild (from $21.60 to $9.65), with more than twice as many chats for almost the same spend.
• A $76 awareness campaign reached 134,696 people, with no more than two views per person a week.