ROMs N Raks: getting people into stores

ROMs N Raks is a pet retail and services brand with 20+ stores across South India. The brief: get more people into three Bangalore stores, in Hebbal, Whitefield and Koramangala, using paid digital.

Nothing was set up for store visits. Google Search was getting seen but not acted on, the ads didn't match what people were searching for, and there was no path from a click to a call, a direction or an enquiry.

Treat it as a proximity problem, not a reach problem. Spend only on people a few kilometres from a store, and only on actions that lead to a visit.

• Set up Meta ads that only showed to people within 3 to 5 km of each store, with buttons to call, get directions or leave a number.
• Used Google Search for "near me" and service searches.
• Ran several creatives and compared them across the three stores, checking every day how many people clicked, what each click cost, and how many called or asked for directions.
• Paused the weak Google campaigns mid-flight once it was clear the searches didn't match the offer, and moved the budget to Meta.
• Helped sort out Google Business Profile access that a third party was holding, and worked on the client report.

Start collecting interested people's numbers earlier, so there's a list to advertise to again before the busy season, send ads to a landing page instead of the homepage, use real store photos instead of AI-generated ones, and show ads again to people who asked for directions but didn't visit.