Social media has transformed the way hospitality businesses connect with customers. Where once word of mouth and foot traffic were the primary drivers of pub bookings, digital platforms now play a significant role in shaping customer decisions. Paid social media advertising is now one of the most effective tools for pubs and restaurants looking to drive bookings, promote offers, and stay top of mind in their local area.
The potential of social media ads for pubs is huge. Whether you're launching a new seasonal menu or trying to fill tables on a quiet Tuesday night, platforms like Facebook and Instagram offer hyper-targeted, cost-effective ways to reach people who are most likely to walk through your doors.
At Brew, we've collaborated with some of the UK's best-known hospitality brands to develop effective paid social media campaigns that deliver real-world results. We supported Mitchells & Butlers with a paid social strategy that reduced their cost per result (CPR) by 69% while increasing monthly clicks by 59% – proving that with the right strategy, increasing bookings through ads is not only possible, but scalable.
What is paid social media?
Paid social media refers to any content or advertisements you pay to distribute on social platforms. Unlike organic posts, which rely on your existing followers to see and share your content, paid ads allow you to target specific audiences and get your message in front of the right people quickly.
There are two main types of paid ads most relevant to pubs and restaurants:
- Boosted posts: These are organic posts (like an event or offer) that you promote to reach more people. It's a great way to extend the reach of content that's already performing well.
- Sponsored ads: These are customised ads you create using the platform's ad manager. They offer more control, better targeting, and stronger reporting tools.
Paid ads are perfect for promoting events, limited-time menus, happy hour, and seasonal campaigns. The flexibility and control they offer make it a highly cost-effective advertising method for pubs looking to attract local customers.
Paid social media platforms and strengths
Not all social media platforms are created equal – and choosing the right one can make all the difference.
Facebook is a strong player for local awareness, retargeting, and driving action from nearby audiences, especially when paired with strong creative and a clear booking path. With around 38 million UK users (DataReportal, 2026), it's ideal for pubs wanting to reach people by postcode, age or interest. Facebook's Events, Offers, and integrations are especially handy for driving direct action, such as bookings or phone calls.
Tip: Use carousel ads to showcase your food, drink, and venue in one scrollable format. It's engaging and gives users a better feel for what to expect.
Instagram integrates seamlessly with Facebook ads and has around 35 million UK users (DataReportal, 2026). Its image-led format is perfect for visually appealing content like food photography, interiors, and customer experiences. Instagram Stories and Reels are great for short, snappy updates or behind-the-scenes moments.
Tip: Use Story polls or Q&As to test hooks or menu interest before turning the strongest angles into paid creative.
TikTok
TikTok has around 27 million UK users (DataReportal, 2026) and may feel like unfamiliar territory for many pubs, but it's a growing space for hospitality businesses. Quick, authentic videos showcasing your team, food prep, bartending skills, or quirky customer moments can boost bookings and footfall.
We combined Meta and TikTok ad formats to support a nationwide social ad campaign for the Dining Out Gift Card team. By tailoring creative for each platform, we captured a wider demographic and saw increased video views, ad recall and booking intent across all age groups.
Social media targeting and budgeting
One of the biggest advantages of social media ads for pubs is the ability to target with precision.
Targeting options
- Location: Focus on people who live, work or travel near your venue
- Demographics: Filter by age, location and relevant audience signals where appropriate, but avoid making audiences too narrow
- Interests and behaviour: Target users who like dining out, pub quizzes, live music or beer tasting. Note that Meta has removed some detailed targeting options, so using a custom audience may work best depending on your target customer
- Custom audiences: First-party data matters more than ever, so customer lists, site visitors, and booking data can be more valuable than trying to over-engineer interest targeting
- Lookalike audiences: Let the platform find new people similar to your best customers
Budgeting tips
You can start with a modest budget, but the real test is whether the budget is enough to drive meaningful delivery, learnings and conversions in your local area.
We helped Wadworth Brewery launch a series of local pub events with just £150 in ad spend per venue. With strategic audience targeting and creative content, the campaign reached thousands of local users, boosted engagement and saw measurable increases in bookings.
Top tip: Allocate more budget to campaigns with clear, time-sensitive goals (like promoting a quiz night or holiday offer), and run always-on brand awareness ads with a smaller spend to stay visible.
Measuring success on paid social media
To understand the return on your investment, it’s essential to track the right performance metrics.
Key social media metrics to monitor:
- Reach: Total number of people who saw your ad
- Click-through rate (CTR): Percentage of users who clicked your ad
- Cost per result (CPR): How much you spent per action (click, booking or view)
- Bookings: Direct reservations or voucher redemptions driven by your ad
- Impressions vs engagement: High impressions with low engagement may indicate weak creative or targeting
For example, our work with Mitchells & Butlers showed how optimising ad formats, audience targeting, and creative elements could lead to a 69% decrease in CPR and a 59% increase in monthly clicks. These improvements lead to more table bookings and a healthier return on ad spend.
Tips for paid social media ad success
- Use video where possible: Short, authentic video ads consistently outperform static images (build separate creative for Reels, Stories and feed placements where possible)
- Add a call-to-action (CTA): Encourage users to "Book now," "See menu," or "Find out more"
- Highlight social proof: Share real customer reviews or photos to build trust
- Time your ads carefully: Time-sensitive campaigns should match real booking behaviour - test delivery windows against your own data rather than relying on generic posting-time advice
- Test and learn: Test multiple hooks, formats and opening frames
- Retarget warm leads: Retarget people who saw ads, visited your site, or started but didn't complete a booking journey
Increase bookings through social media ads
Paid social ads across Meta and, where relevant, TikTok gives pubs a measurable way to drive awareness, consideration and bookings from local audiences. With the right creative, audience targeting and budget strategy, pubs can consistently drive results and stand out in a competitive market.
Whether you're promoting your Sunday roast, running a quiz night, or launching a new beer range, increasing bookings through social media ads is within your reach – even with modest budgets.
Want similar results?
Explore our social ads work, and let's talk about how to tailor cost-effective advertising to your pub's needs. We'll help you turn ad spend into bookings and busy tables.
If you want our pro tips on local pub marketing, head to our blog on local pub marketing tips.
Maxine Catley
Max has over 14 years experience in the FMCG industry. Her skills & expertise in hospitality marketing make her an impressive authority. She’s worked with brands like Mitchells & Butlers & Stonegate, providing tailor-made social ad strategy
