A viral brand does not need more hype. It needs capture.

Mr. Birria had the hard part figured out: food people love and a viral social presence. But social buzz does not capture the person typing birria near me at 12:15 on a Tuesday.

The brand needed to show up at the moment of highest intent, local food searches, and give those visitors an immediate way to order, find a location, or book catering.

Spend nothing on manufacturing demand. It already existed. I split everything by intent instead: order now, find a location, book catering, each with its own ads and its own landing page.

A catering search that lands on a homepage is a wasted click at restaurant margins, so every ad group was routed to the page that answers that exact query.

I built a bold, food forward website: the full menu, a page per location, online ordering integration, a gallery of the dishes people photograph, and catering inquiry forms.

Google Ads ran on high intent local queries: birria, tacos, and catering searches across San Diego, with location targeting matched to each restaurant.

On Meta I ran catering lead form campaigns aimed at event planners, plus a traffic campaign feeding the menu and location pages.

Google Ads has driven 47,000+ actions for the brand, including 1,600+ phone leads and 10,800+ store visits.

Meta added 4,825 catering form leads at $7.24 per lead, 23,069 landing page views at $0.24 each, and 14,759 new followers. Paid now complements the organic reach instead of competing with it.