Case Study · HoReCa · B2B Food Supply
A hummus producer that 4×’d its client base from a standing start
SigNature produces fresh hummus, pita, falafel and tahini for HoReCa venues across Ukraine — a young, foreign-funded brand that had never advertised. We launched paid acquisition from zero and turned a narrow B2B audience into a steady flow of new restaurant, hotel and street-food clients.
- Client
- SigNature
- Sector
- HoReCa food producer
- Product
- Hummus · Pita · Falafel · Tahini
- Model
- B2B (HoReCa supply)
- Market
- Ukraine
- Channels
- Google · Meta
- Focus
- New HoReCa clients
- Period
- Aug 2021 – Feb 2022
01 — The Challenge
A brand-new producer, a niche B2B audience, and no advertising history
SigNature was a young, foreign-funded producer entering a crowded food market with zero ad history and no performance data to build on. The buyers were specific and hard to reach at scale — chefs, restaurant owners, hotel and street-food purchasers — and the ask was concrete: grow online sales and bring real HoReCa clients through the door, not just traffic.
02 — The Strategy
Meet exact intent — then lower the barrier to the first order
Capture in-market B2B demand precisely, match the landing page to each search, and make the first step easy with a free tasting — then expand reach with audiences modelled on real clients.
High-intent B2B search
Google Search & Shopping built to capture venues actively looking for a hummus, pita or tahini supplier — the efficient core of the pipeline.
Hyper-segmented landing
The landing page was hyper-segmented by search query — the headline and offer swapped to match exactly what each visitor searched for, plus a low-friction “free tasting” CTA.
Look-alikes from the CRM
Meta interest audiences, remarketing pools and a look-alike built from the real CRM client base found more venues that resembled SigNature’s best customers.
03 — Execution
Launched from scratch — built, segmented and measured end to end
The work behind the launch
A new account, hyper-segmented pages and full tracking — so every hryvnia of spend could be tied back to real leads and sales.
- ✓ Google Search & Shopping on high-intent B2B supplier queries
- ✓ Landing page hyper-segmented by search query (headline & offer match)
- ✓ A low-friction “free tasting” request as the first touch for venues
- ✓ Discovery for awareness + dynamic remarketing to stay in view
- ✓ Meta interest audiences, remarketing & a look-alike from the CRM base
- ✓ Floating mobile buttons & a B2C redirect form for the right audience
- ✓ Rebuilt analytics: GA + GA4, Enhanced Ecommerce, call & conversion tracking
04 — The Results
From zero advertising to a 4× client base
05 — Why It Worked
Three moves that turned spend into clients
Caught real buying intent
Search & Shopping met venues at the exact moment they looked for a supplier — the most efficient leads in the mix.
Hyper-segmented the page
Matching the landing page headline and offer to each query, plus a free-tasting first step, turned more clicks into enquiries.
Cloned the best clients
A look-alike built from the CRM base scaled reach to venues that resembled SigNature’s strongest existing customers.
“Dmytro is a capable guy and a true professional. I don't regret bringing him onto my project as a PPC specialist. He knows how to set the right priorities, defines goals and objectives on his own and then delivers on them. He presents his work plan and monthly reports across every paid channel clearly and confidently. I recommend working with him.”
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