How Nico Digital Generated 1,500+ Enquiries for Homebytes with Multi-Channel PPC

The Challenge

Homebytes operates as an official IRCTC e-catering partner, delivering fresh, hygienic, FSSAI-approved meals across 400+ stations with zero cancellation fees and 24/7 ordering. But in a market dominated by Swiggy, Zomato, and IRCTC’s proprietary food service, digital visibility was minimal and conversions lagged.

The objective was clear: increase enquiries and confirmed food orders through Google Ads and Meta advertising by targeting passengers actively searching for fresh meals during train journeys.

Execution

Google Search Ads

Campaigns targeted high-intent keywords like “order food in train” (110K searches), “railway food order” (110K), and “IRCTC food order” (74K). Geo-targeted to major railway stations with ad scheduling during peak meal hours.

Performance Max Campaigns

Expanded reach using engaging creatives showcasing hygiene and fresh meals. A special Shravan Month campaign promoted Satvik food delivery for religious travelers during high-ordering hours.

Meta Ads — Brand Awareness & Lead Generation

Brand awareness campaigns built recognition among frequent train passengers. Lead generation campaigns converted interested passengers into confirmed bookings via direct lead forms.

Website Technical Optimizations

Rewrote meta titles and descriptions for SEO. Integrated 15 high-volume keywords naturally. Implemented canonical tags to resolve www/non-www duplicate content issues.

Results

The two-month multi-channel PPC campaign delivered outstanding growth:

Metric	Result
Enquiries	(Month 1 → 2) 764 → 1,500 (96% increase)
Confirmed Orders	78 → 110 (41% increase)
Cost Per Enquiry	₹15.70 → ₹11.33 (28% decrease)
Cost Per Order	₹154
Meta Bookings	15 at ₹200 CPB
Total Ad Spend	₹29,000 (Google) + ₹3,000 (Meta)

Key Takeaways

Startups can compete with market giants. With precision-driven PPC, Homebytes competed effectively against Swiggy, Zomato, and IRCTC’s own service.

Multi-channel PPC amplifies results. Combining Google Search Ads, Performance Max, and Meta Ads created a comprehensive acquisition strategy.

Seasonal campaigns capture intent peaks. The Shravan Month Satvik food campaign targeted a specific religious traveler segment with high conversion potential.

Cost per enquiry improves with optimization. 28% CPE reduction in Month 2 shows the power of continuous campaign refinement.

Technical SEO supports PPC performance. Canonical tags and meta optimization improved landing page quality scores, reducing overall acquisition costs.

Frequently Asked Questions

How did Homebytes generate 1,500 enquiries with just ₹17,000 ad spend?

Through precision-targeted Google Search Ads focusing on high-intent keywords (110K+ monthly searches), Performance Max campaigns with engaging visual creatives, and strategic ad scheduling during peak meal ordering hours at major railway stations. The combination of intent-driven targeting and continuous optimization drove the cost per enquiry down to just ₹11.33.

What PPC strategy works best for food delivery startups?

A multi-channel approach combining intent-based Google Search Ads (capturing active searchers), Performance Max campaigns (expanding reach with visual creatives), and Meta Ads (building awareness and generating leads). Geo-targeting near service areas and scheduling ads during peak usage times maximizes budget efficiency.

How can startups compete with established brands using PPC?

Focus on niche positioning (e.g., vegetarian/Satvik meals), target long-tail keywords competitors overlook, use seasonal campaigns for specific audience segments, and optimize continuously. Homebytes competed against Swiggy and Zomato by emphasizing IRCTC partnership trust and fresh meal delivery — differentiators that resonated with train travelers.

What is a good cost per lead for food delivery PPC campaigns?

In India’s food delivery market, ₹11–15 per enquiry is exceptional. Homebytes achieved ₹11.33 CPE through optimized targeting and creative strategy. Industry benchmarks for food delivery typically range from ₹20–50 per lead, making this campaign significantly outperform standard metrics.

Why is Performance Max effective for food delivery advertising?

Performance Max campaigns automatically optimize across Google’s entire inventory (Search, Display, YouTube, Gmail, Maps) using machine learning. For food delivery, this means reaching potential customers wherever they browse — from searching for train food to watching travel videos — with visually engaging creatives that showcase food quality and convenience.

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