How we built a franchise marketing campaign for Roll’d that delivered “too many leads”!

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A Food Chain That Quickly Became A Household Name In Australia.


Increase in conversion rate


People reached on Facebook


Improvement on average Google position


For a long time, Bao Hoang had sought a way to bring the Vietnamese food she grew up with to a wider audience so that more people could enjoy the flavours she’d become so accustomed to as a child. She began by making the rice paper rolls her mother would make for her as a child, but she developed her culinary skills, and her vision, as she set about creating an exciting new eatery for the Australian market. In just a few years since the opening of its first store, Roll’d has become a household name across Australia, with a grand total of 31 stores. Renowned for its rice paper rolls and pho, Roll’d offers authentic Vietnamese cooking in its franchises around the country.

Since 2012, Bao has been connecting diners with Vietnamese flavours and cultures through her work, establishing a strong and well-respected brand. Roll’d may deal in great foods from Vietnam, but the mission and the identity of the business offer far more than this, providing cultural connection and a great experience for all visitors. To expand this connection further, Bao and her team looked to the franchise business model.

With such a solid standing in the Australian hospitality industry, it’s no surprise that anyone interested in running their own food business would want to align themselves with the Roll’d name. Roll’d wanted to engage serious buyers interested in purchasing a franchise store across Australia.

Roll’d passed on the lead generation to Impressive, so they could focus on working through the influx of interested potential buyers. Find out how we created a campaign that was so effective it brought in almost too many leads.


We knew that this was an enticing offer, so we had to build a campaign that appealed to the right target market and only brought in leads that were qualified. Otherwise, Roll’d would have weeks of work on their hands combing through stacks of irrelevant applications.

To get this right first time, we knew that we had to build the campaign on a foundation of solid research. We began by reviewing their existing franchise offers page on their website and found that it lacked the conversion points needed to really engage buyers, from why they should buy with Roll’d, to store availability and pricing that serious purchasers would need to know.

1. Landing Page
Upon the end of our analysis, we got things moving in record time. In under a week, Impressive was able to turn around a fully mobile-responsive landing page that was complete with stores, testimonials and detailed information designed to engage buyers.

The page was professionally designed by Impressive’s team to include an attractive call-to-action form and an engaging layout dictated by typical user behaviour.

2. Paid Search
Simultaneously, our Paid Search Advertising specialists reviewed the existing AdWords account for Roll’d. We designed and executed a powerful campaign that focused on buyers actively in the market looking for strong franchise opportunities and to get into the healthy fast food industry.

We made sure our PPC targeting was highly focused, so it attracted only the most serious of buyers and ensured quality leads for Roll’d. It’s easy to get people to say they’re interested in buying a franchise, but ensuring they follow through on that idea is often a different story.

3. Facebook & Retargeting
With the landing page and AdWords in place, Impressive’s Facebook team created a funnel that was constructed to get Facebook users to engage with a series of video and banner ads. These educational videos allowed Roll’d to tell their story and position their values, in order to attract a new franchise owner that would be a perfect fit for their brand.

The videos successfully planted the seed about franchise opportunities with Roll’d and established brand awareness.

Through extensive testing and consistently themed creative, we honed in on our target personas, budding business owners and entrepreneurs. As we moved them from educational videos, we were able to deploy more direct messaging through banner ads.

Our bottom of the funnel strategy was designed to retarget those users that didn’t convert. So, those ones that didn’t submit an enquiry on the landing page were served location specific ads about upcoming opportunities near them. By making the advertising more locally relevant, we were able to extract more conversions.

In contrast to AdWords, the Facebook ads allowed us to visually showcase the store setting to present potential leads with an example of what they could own.



At first, the campaign wasn’t looking as strong as we’d hoped. The first 2 weeks results were mixed, with only a handful of leads coming through the landing page. This was not what we’d promised our client and we weren’t about to sit around and let the campaign go stale.

Our Conversion Rate Optimisation (CRO) specialists got to work on the case. They began running a series of rapid A/B tests based on heat maps, click maps and Google Analytics user data. Then, things began looking up – drastically.

Impressive improved the conversion rate of the landing page by 781%! With so many highly-qualified leads, Roll’d requested that we pause the campaign for almost a month to allow the team more time to properly qualify and catch up with the volume of enquiries.

The Facebook campaign reached 210,961 people. Through the careful analysing of demographic data, we were able to further refine our target personas and minimise wastage on ad spend.

Impressive is proud to be able to work with a client that is so well-known in the public eye. This was a fun digital campaign for all involved and it was hugely successful, absolutely breaking past our targets.

Franchise SEO: FAQs

Franchise SEO services apply the general concepts of search engine optimisation to the franchise market. These franchises are large brands with branches in many different locations, but each branch may require local SEO strategies. In this sense, franchise SEO combines large-scale optimisation tactics with the targeted approach that individual outlets and branches need. This may be backed up with other forms of digital marketing, such as franchise social media marketing, to achieve the best results.

When franchises utilise SEO marketing services, they improve their overall brand viability and reliability while also directly boosting revenue and sales. This type of search engine marketing also assists franchises as they modernise their approach, transitioning to a digitally focused marketplace. The franchise still performs strongly in its brick-and-mortar branches but can augment these physical face-to-face sales while adding online revenue channels to the overall mix.

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