Giving Leafe a true read on Meta

The challenge

As the UK's first fully digital kitchen management app, built by chefs for chefs, Leafe was solving a real headache in the hospitality sector. But as a small team with its first marketing hire, it was struggling to scale Meta with its previous agency. Lead volumes were low, costs were high, and it had no clear view on the quality of its paid activity.

Leafe already knew its issues. It needed to improve lead conversion quality after its 7-day trial; the in-platform system wasn't tracking with enough accuracy, and wasn't informed by quality data. Expertise was needed to understand what value Meta was really having. It also needed punchy creative that connects with an edgy, busy demographic, selling a solution to an important but ultimately boring problem.

What we did

• Launched Google activity across a clearly defined search landscape, with accompanying landing pages.
• Implemented a "How did you hear about us?" feedback system to give a more holistic view of Meta's impact.
• Integrated with the internal team to create event match quality across pixel and CAPI, increasing the volume of data signals into Meta.
• Began passing back quality signals informed by in-app actions, so Leafe could understand which creatives were driving downstream success and improving MRR.
• Identified 5 key jobs and related personas, delivering a variety of messaging angles against each. The creative now speaks to these audiences in a way that resonates, from UGC content shot in real kitchens to feed-native humorous content.

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— [Name], [Role at Leafe]

The result

• Spend scaled 3× year on year, increasing Meta lead volumes by 162% while bringing cost per lead down by 58%.
• Topline impact of +120% on MRR.
• A creative testing programme in place across personas, with 2–3 tests live per week.