The Zip Code Hand-Off: Sky Zone lifted ROAS 45% With Hyper-Local Meta Ads
The challenge
Multi-location brands face difficulty localizing their approach on Meta without the correct tools in place. Due to resource constraints, many default to one national creative and one national landing page - treating every shopper the same, regardless of which of the brand's locations they actually live near. Engagement metrics go up. Conversions don't follow.
High-intent shoppers were being served generic membership ads, then dropped onto a brand-level landing page where they had to hunt for their local park. The hand-off between ad and destination broke before purchase intent could carry it through. Sky Zone’s agency, Acadia, was intent on finding a scalable solution to this problem.
The solution
The pivot was to invert this nationwide approach without sacrificing workflow efficiency. Instead of optimizing one national creative against a broad audience, Acadia worked with Hunch to dynamically generate hyper-localized Sky Zone ads pointing to park-specific landing pages. These ads were powered by a custom Local Inventory Feed paired with dynamic image and video templates generated in Hunch Studio.
These localized ads ran side-by-side against the standard, non-localized ads in a clean split test. The execution held everything constant except for creative and landing page localization.
From an engagement standpoint, the generic creative looked like the winner, with non-localized ads driving 2.4x higher CTR than the localized ads. However, those clicks didn’t translate to conversions once users had to find their specific park online.
Compared to the non-localized ads, the localized ads bought 4.5x the impressions per dollar, cut Customer Acquisition Cost by 23%, lifted Return on Ad Spend by 45%, and drove roughly 20% more purchases on similar spend, all at a 90% confidence level.
This lift compounded in Sky Zone's Affluent campaign, where localized ads drove 49% lower CPA against non-localized ads, nearly halving acquisition cost in the most valuable market segment.
The breakthrough wasn't creative localization alone. It was the seamless match between what the ad promised and what the landing page delivered - made possible by Hunch’s creative templates, and its Local Inventory Feed with comprehensive park-level data.
The results
Localized ads won the test outright at a 90% confidence level. Sky Zone cut acquisition cost by 23%, lifted Return on Ad Spend by 45%, and delivered roughly 20% more purchases on similar spend.
Reach efficiency was the most lopsided dimension: with localized ads bringing 9.2M impressions versus non-localized ads’ 2.0M on roughly the same budget, for an 80% lower CPM.
The Affluent segment told the sharpest story. There, localized ads drove a 3.18x ROAS, nearly double the non-localized ads’ 1.61x in the same market, while cutting CPA nearly in half.
Sky Zone's story started with one question: what happens when every ad is tailored to the individual park location? For multi-location brands, Hunch turns that into an operating model, not a one-off test. [Book a demo] to see how it works for your locations.
This case study was originally published by our partner Acadia. Read the original here.
