Slizza
Beating the aggregators with automation and local PPC
An independent food business competing with the delivery aggregators for its own customers, on a small budget.
The situation
Slizza is an independent food business: Slizza Pizza and Pub in Cardiff. Its orders come in direct and through delivery aggregators such as Uber Eats and Deliveroo. The brief was to win more orders direct, on a small budget.
What we did
- Built local PPC campaigns targeted by postcode, so a small budget was spent in the areas most likely to order.
- Ran audience analysis to check the spend was reaching the right people, and moved it when it was not.
- Generated full video ad assets with AI, early enough that few agencies were using AI video in paid media at all.
- Wrote scripts to automate the routine account work.
- Analysed performance with traditional statistics and data science, and changed the campaigns on what it showed.
How we measured it
Aggregator orders live inside the aggregators’ own platforms. Direct orders were tracked in both Google Ads and Google Analytics, and the two sources were reconciled so the numbers agreed.
The outcome
Direct orders grew over the campaign. The work won Best Use of AI in PPC at the European Search Awards 2025, three more categories and a silver.
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