i've watched so many food brands burn cash on split budgets - it's painful to see. At ₹800/day with that AOV, don't try running two channels at once. Pick one and nail it.
meta needs something like 50 events per ad set per week to actually leave the learning limbo. At ₹500/day with a 1-2% food CVR, you'll sit there forever, and your CPA will look noisier than a broken radio - all vibes, no signal.
here's what I'd do, and it's beautifully simple:
Phase 1 (first 4-6 weeks): Pour the full ₹800/day into Google. Branded + 2-3 generics like "[brand] delivery [city]". Branded food CVR sits around 5-10%, CPC between ₹3-10 in tier-1 metros. you'll land 50-100 conversions a month with clean, readable attribution - the kind that makes a campaign manager sleep at night.
Phase 2 (week 5+): Fire up a Meta lookalike - but seed it with your Phase 1 actual purchasers (UTM-tagged conversions, not random site visitors). Better seed, better lookalike. By then you've got 50+ events feeding Meta, so it's not starting cold.
The per-line breakeven CPA still applies - a blended target overpays bakery and underpays hampers, pure and simple.
For attribution, phone-survey one in five orders for four weeks with a simple "how did you hear about us". Pixels miss offline and repeat business, surveys catch it cheap and honest. no expensive tech, just a quick chat
