PUDL is a New York-style cookie shop in Madrid’s Salamanca district, opened this very year, which also launches its online channel with nationwide delivery during the same period. A new brand, with no history and no customer base.
The challenge: building demand for a brand starting from zero, with a small budget and two sales channels to serve.
PHASE 01 — SCAN
Strategic diagnosis and hypothesis formulation
The initial analysis set the order of priorities:
- A freshly launched website with a still-low conversion rate can’t sustain sales-optimized campaigns: without enough signal, cost per purchase spikes and the budget burns without return.
- The physical store, on the other hand, was converting.
- The lever: sequencing the two channels in phases instead of letting them compete — sustain in-store sales first, which the business already converted, and scale the ecommerce as its own funnel and nationwide delivery allowed.
PHASE 02 — BUILD & RUN
Execution and channel activation
A small, tightly run operation:
- Google Ads — search consolidated within Performance Max with Google Maps as the main driver of store visits, category-level search-term auditing and conversion values weighted between store visit and online purchase.
- Meta Ads — cutting the sales campaign that wasn’t returning, and reinforcing boosted posts and local traffic.
- Cross-analysis of sales data to guide product, bundles and delivery.
- Monthly executive reporting.
PHASE 03 — RESULTS
Results and hypothesis validation
In the brand’s first months of life:
- Revenue and purchases growing month over month.
- The online channel goes from non-existent to a real sales avenue.
- Online average ticket 3.7 times higher than in-store.
SUMMARY
Executive Summary
Bravante supported PUDL’s launch by sequencing its two channels: sustaining in-store sales with local search and Google Maps while the ecommerce matured, then scaling online once its funnel allowed it. The result: month-over-month growth since launch and an online channel that now sells with an average ticket 3.7 times the in-store one.