Prepared for: Casa Nostra Date: February 11, 2026 Author: Manus AI

This document outlines a comprehensive Meta Ads strategy for Casa Nostra, an authentic Italian restaurant in Riga, Latvia. The primary goal of this strategy is to increase sales by driving reservations and take-away orders. The strategy is designed to be implemented on Meta's advertising platforms (Facebook and Instagram) and is optimized for the Advantage+ suite of tools. The focus is on reaching and converting two key customer segments: discerning expatriates and local foodies in Riga. The proposed full-funnel approach will guide potential customers from initial awareness to final conversion, with a recommended monthly budget of €500-€1500. The strategy includes detailed buyer personas, ad copy examples, creative recommendations, and a roadmap for budget allocation and scaling.

The Casa Nostra website successfully conveys a brand image of authenticity, warmth, and high-quality Italian dining. The site highlights key differentiators, such as its membership in the RIAE network, the Sicilian origins of its chef, and its location in an Art Nouveau building. The professional photography and detailed descriptions of the dishes and wines effectively communicate the quality of the culinary experience. For the Riga market, the emphasis on being a "real" Italian restaurant, as opposed to a chain, is a strong selling point for both expats and locals seeking a genuine taste of Italy. The website is well-structured for driving conversions, with clear calls-to-action for booking a table and ordering take-away.

A full-funnel approach will be employed to guide potential customers from initial awareness to final conversion. This structure ensures that we are building a sustainable pipeline of new customers while also maximizing conversions from those who are already familiar with the brand.

3.1. Top of Funnel (TOFU): Awareness

The primary goal of the TOFU stage is to introduce Casa Nostra to a broad audience of potential diners in Riga and build brand awareness. We will focus on showcasing the unique atmosphere and authenticity of the restaurant.

• Campaign Objective: Awareness or Reach
• Key Performance Indicator (KPI): Cost Per 1,000 Impressions (CPM), Ad Recall Lift
• Audience: Broad targeting of adults aged 25-65 in Riga. This audience should be at least 100,000+ people to give the Meta algorithm enough room to optimize.
• Ad Creative: A high-quality video ad that tells the story of Casa Nostra. The video should feature the beautiful Art Nouveau interior, the wood-fired pizza oven, Chef Francesco Gelo preparing a dish, and happy customers enjoying their meals. The focus should be on creating an emotional connection and conveying the feeling of “la dolce vita” in the heart of Riga.

3.2. Middle of Funnel (MOFU): Consideration

The MOFU stage is designed to engage potential customers who have shown some interest in Casa Nostra. The goal is to drive traffic to the website and encourage them to explore the menu and learn more about the restaurant.

• Campaign Objective: Traffic or Engagement
• KPI: Cost Per Click (CPC), Click-Through Rate (CTR), Landing Page Views
• Audience: Retargeting audience of users who have watched at least 50% of the TOFU video ad. Additionally, we will create a Lookalike Audience based on website visitors to reach new people who are similar to those who have already shown interest.
• Ad Creative: Carousel ads showcasing a variety of signature dishes, from the authentic wood-fired pizzas to the classic pasta dishes and desserts. Each card in the carousel should link directly to the corresponding section of the online menu. We will also use high-quality static images of the most popular dishes, accompanied by compelling ad copy that highlights the fresh, authentic ingredients.

3.3. Bottom of Funnel (BOFU): Conversion

The BOFU stage is where we focus on driving sales. The goal is to convert interested users into paying customers by encouraging them to book a table or place a take-away order.

• Campaign Objective: Sales
• KPI: Cost Per Acquisition (CPA) for a reservation or online order, Conversion Rate, Return On Ad Spend (ROAS)
• Audience: Retargeting audience of users who have visited the website in the past 30 days, with a specific focus on those who have viewed the menu or added items to their cart. We will also use a customer list to create a Lookalike Audience and to exclude existing customers from prospecting campaigns.
• Ad Creative: We will utilize Meta’s Advantage+ Shopping Campaigns to automate the delivery of the most effective ads to the most receptive audiences. This will include dynamic ads that show users the specific dishes they have viewed on the website. The call-to-action will be a clear and direct “Book Now” or “Order Now.” We will also test ads that highlight the convenience of the take-away and delivery service.

To effectively reach the ideal customers for Casa Nostra, we have developed two detailed buyer personas. These personas will guide the targeting and messaging of our Meta Ads campaigns.

4.1. Persona 1: "The Expat Epicurean"

Description:

"The Expat Epicurean" is a professional expatriate living in Riga, aged between 30 and 55. They likely originate from a Western European country, North America, or Australia, and have a high disposable income. As a lover of authentic cultural experiences, they are willing to pay a premium for high-quality food and service. They are active on social media platforms like Instagram and Facebook, using them to discover new places in Riga and stay connected with a global network of friends.

Pain Point:

This persona is often disappointed by the numerous "Italian-style" restaurants in Riga that fail to deliver a truly authentic experience. They miss the genuine flavors, the carefully selected ingredients, and the warm, owner-driven atmosphere of a real Italian trattoria. They are searching for a place that feels like a home away from home, where they can enjoy a meal that transports them back to Italy.

Meta Advantage+ Targeting:

4.2. Persona 2: "The Local Foodie"

Description:

"The Local Foodie" is a Latvian resident of Riga, aged between 25 and 45. They are passionate about culinary experiences and actively seek out new and interesting restaurants in the city. They follow local food bloggers and influencers on Instagram and are members of Facebook groups dedicated to dining in Riga. They value quality and are willing to spend more for a special occasion, a family gathering, or an important business meeting. They are looking for a sophisticated and memorable dining experience that goes beyond the standard chain restaurants.

Pain Point:

This persona is tired of the generic, commercialized restaurant scene. They are looking for a dining experience with character, a place that offers not just good food, but also a unique atmosphere and a compelling story. They want to impress their friends, family, or business associates with their knowledge of the local culinary scene and their ability to find hidden gems.

Meta Advantage+ Targeting:

The following ad copy hooks are designed to capture the attention of our target personas and guide them through the AIDA (Attention, Interest, Desire, Action) framework. They are tailored to resonate with the specific pain points and motivations of each persona.

5.1. Ad Copy Hook 1: The "Authenticity Seeker"

This hook is designed to appeal to "The Expat Epicurean" who is tired of inauthentic Italian food and is looking for a genuine experience.

• Attention: "Tired of so-called 'Italian' restaurants in Riga? Craving a taste of the real Italy?"
• Interest: "Casa Nostra is the only restaurant in Latvia certified by the 'Ristoranti Italiani Autentici al Estero' (RIAE) network. Our chef, Francesco Gelo, brings the true flavors of his native Sicily to your table, from our traditional wood-fired pizzas to our handmade pastas."
• Desire: "Imagine the warmth of a true Italian home, the aroma of fresh basil and simmering sauces, and the taste of a perfectly cooked meal made with passion. This isn't just dinner; it's a journey to the heart of Italy, right here in a stunning Art Nouveau building in Riga."
• Action: "Your table is waiting. Experience the difference that authenticity makes. Book now and discover your new home away from home."

5.2. Ad Copy Hook 2: The "Local Connoisseur"

This hook is designed to attract "The Local Foodie" who is looking for a unique and impressive dining experience to share with others.

• Attention: "Looking for a dining experience in Riga that will truly impress? Discover the city's most authentic Italian secret."
• Interest: "Step into Casa Nostra, where the elegance of Art Nouveau meets the rustic charm of a traditional Italian trattoria. From our carefully curated wine list, personally selected by owner Adriano Carlesi, to our signature dishes prepared by a chef from Sicily, every detail is crafted to perfection."
• Desire: "Be the one who knows where to find the best Italian food in Riga. Whether it's for a romantic evening, a family celebration, or a crucial business dinner, Casa Nostra provides the perfect backdrop for unforgettable moments. Picture yourself enjoying a perfect Neapolitan pizza, fresh from our wood-fired oven."
• Action: "Don't just eat, celebrate. Reserve your table at Casa Nostra tonight and give your friends and family a story to tell."

The recommended monthly budget for this Meta Ads strategy is between €500 and €1500. This budget will be allocated across the different stages of the funnel to ensure a balanced approach that drives both brand awareness and sales. The following table provides a recommended budget allocation for a starting monthly budget of €1000.

6.1. Initial Testing Phase (Months 1-2)

During the first two months, the focus will be on testing and optimization. We will closely monitor the performance of the different ad creatives and targeting options to identify what resonates best with the audience. The budget will be allocated as outlined in the table above. The primary goal during this phase is to gather data and establish a baseline for our key performance indicators (KPIs).

6.2. Scaling Phase (Month 3 onwards)

Once we have identified the winning ad creatives and targeting strategies, we can begin to scale the campaigns. The scaling process will be gradual and data-driven. We will increase the budget by 20-30% each month, as long as we are meeting our target CPA and ROAS goals. The additional budget will be primarily allocated to the best-performing campaigns, with a continued focus on the BOFU stage to maximize sales.

6.3. Long-Term Strategy

For the long-term, we recommend a continuous cycle of testing, learning, and scaling. We will regularly refresh the ad creatives to avoid ad fatigue and test new targeting options to expand our reach. We will also explore opportunities to run special promotions and seasonal campaigns to drive additional sales. The ultimate goal is to build a predictable and profitable customer acquisition engine for Casa Nostra.

[1] Casa Nostra. (2026). "Casa Nostra" - Italian Restaurant in Riga. Retrieved from https://casanostrariga.com/