In short
We have been running ads for one of Ukraine’s large food delivery chains since November 2024. In January–September 2026, the ad budget and the number of orders from ads both grew by 29–30% compared with the same period in 2025: the company scaled up, and orders didn’t get more expensive, even though since December 2025 we count orders more strictly. In the strongest quarter, April–June 2026, orders grew by 92% on a budget that was 36% higher. And when the company cut its budget by 17% in 2025, the number of orders didn’t fall.
Starting point
Until November 2024, the company’s ads were run by one of the biggest agencies in Ukraine. We started with some of its cities. A month later the company saw the results and handed us the ads in several more cities, and a new location was added later.
The goal was to grow the number of orders from ads without raising their cost, including in months when the company cuts its ad budget.
What we did
- Ran branded and non-branded search separately, to see how many orders come from people looking for food delivery in general and how many from people already searching for this company.
- Launched dynamic search ads and Performance Max.
- Ran Meta Ads and Google display ads: reach, remarketing, audience work and announcements of new menu items.
- Regularly analysed campaigns, reallocated the budget between them and adjusted bids and strategies.
- In December 2025, moved order tracking from ad platform attribution to last-click in GA4, to see each campaign’s real contribution without attributed conversions.
- Kept monthly plan vs. actual reports for every city and channel: budget, clicks, cost per click, website conversion rate, orders, cost per order.
Results
Year on year: January–September 2025 and 2026
| Metric | 2025 | 2026 | Change |
|---|---|---|---|
| Ad budget, UAH | 11,898,405 (≈ €255k) | 15,390,709 (≈ €299k) | +29% |
| Orders from ads | 293,988 | 382,546 | +30% |
| Cost per order, UAH | 40.47 | 40.23 | unchanged |
| Revenue from ad orders (estimate), UAH m | 220–235 | 287–306 | +30% |
The budget and the number of orders grew at the same rate, so orders didn’t get more expensive. At the same time, orders have been counted more strictly since December 2025, so the real growth is likely higher than these figures show.
The strongest quarter: April–June 2025 and 2026
| Metric | 2025 | 2026 | Change |
|---|---|---|---|
| Ad budget, UAH | 3,909,501 (≈ €84k) | 5,299,798 (≈ €103k) | +36% |
| Orders from ads | 85,172 | 163,527 | +92% |
| Cost per order, UAH | 45.90 | 32.41 | −29% |
Budget cut: April and July 2025
| Metric | April | July | Change |
|---|---|---|---|
| Ad budget, UAH | 1,399,145 | 1,160,143 | −17% |
| Orders from ads | 30,182 | 30,614 | +1% |
| Cost per order, UAH | 46.36 | 37.90 | −18% |
The company cut its budget by 17%, and the number of orders from ads stayed at the same level.
Highlights
- Almost 840,000 orders from ads between November 2024 and September 2026.
- Record month, April 2026: 57,724 orders from ads.
- July 2025: after reallocating the budget between non-branded campaigns and changing bids and strategies, orders from non-branded search grew 2.4× (13,261 vs. 5,449 in June), while the budget for these campaigns grew by only 3%.
- A month after we started, the company handed us its ads in several more cities.
How we calculated
- Source: monthly plan vs. actual reports by city and channel.
- Orders are transactions that analytics attributed to ads, including branded search. Until December 2025 they were counted using ad platform attribution (data-driven); from December 2025, using last-click in GA4. The new method is stricter: in December 2025 there were 28% fewer orders than in November, on a budget that was 4% higher.
- The year-on-year comparison only covers cities we worked on in both periods.
- The budget covers all advertising: Google Ads, Meta Ads and display.
- Revenue is an estimate: orders × an average order value of UAH 750–800, which, according to the company, barely changed over the period.
- Percentages are calculated in hryvnias. Euro equivalents use the official National Bank of Ukraine rate for the middle of the period: UAH 46.59/€ on 15.05.2025, UAH 51.44/€ on 15.05.2026.
