In the UAE’s thriving F&B industry, restaurants spend thousands monthly on Instagram ads, but most see little return. A recent study from YouGov MENA revealed that more than 70% of small F&B businesses in the region struggle to generate conversions from paid digital campaigns, particularly on platforms like Instagram.

So why is this happening? It’s not the algorithm, it’s the approach. Here’s where things go wrong, and how to fix them with clear, data-backed solutions.

Problem 1: You’re Investing in Ads, Not in Visuals

Instagram is a visual-first platform. Yet too many restaurants push money into ads featuring poor lighting, unappetizing food shots, or off-brand visuals.

According to Overlight UAE, restaurants with professionally shot food photos can boost online engagement by up to 67%, and significantly increase order intent.

Solution:
Invest in high-quality content before spending on media. Prioritize food photography, short-form reels, and ambience-focused video storytelling. The first three seconds decide whether someone stops scrolling or skips.

Problem 2: Your Targeting is Way Too Broad

A common mistake is running ads to “everyone in Dubai” or “men and women 18–65.” That’s not targeting, that’s wasting budget.

In a city like Dubai, segmentation is everything. A DIFC brunch-goer, a JLT expat family, and a Saudi visitor in Downtown are not the same audience. Meta’s 2023 GCC Ad Study emphasized the need for hyper-localized content, showing that ads targeted by neighborhood or interest see 2.4x higher engagement.

Solution:
Use Facebook Ads Manager to build audiences based on dining habits, income bracket, neighborhood, and cuisine preferences. Test multiple creatives per audience group.

Problem 3: No One Knows What to Do After Seeing Your Ad

Many ads just show food and end there. Beautiful? Yes. But what now?

According to HubSpot UAE 2024, ads with clear CTAs see a 45–60% increase in conversion actions. That could mean bookings, swipes, or clicks to delivery platforms.

Solution:
Be clear, not clever. Use calls to action like “Book Now,” “Order via Talabat,” or “Reserve Your Table.” And make the path seamless, no 5-step journeys to get to a menu. (This reminds me, please do fix your highlight on instagram)

Problem 4: You’re Ignoring Your Best Asset: Your Data

Too many restaurant owners in the region run ads blindly, without reviewing analytics.

As per Deliverect, businesses that monitor ad performance weekly saw up to 35% more ROI in delivery and dine-in campaigns.

Solution:
Track metrics like click-through rate, conversion rate, and time spent on your landing page. Use this data to continuously refine targeting, creative, and spend.

The Fix

Instagram ads work, just not the way most are using them. With the right visuals, targeted strategy, and clear calls to action, restaurants can turn every ad dirham into bookings, orders, and brand love.

Want expert help to get there?
kimberly@social-savoir.com
+971 52 994 0577
IG: @socialsavoir_fnb