Just Eat Takeaway.com is a leading global on-demand delivery company, operating in 17 markets. It connects millions of customers with tens of thousands of partners through its platform. Guided by its mission to empower everyday convenience, Just Eat Takeaway.com provides customers with a wide variety of choice and convenience when ordering online from food and restaurants, to retail and convenience
Apple Ads plays an important role in their user acquisition mix by helping Just Eat Takeaway.com connect with high-intent users at the right moment.
Before adopting AI Budget Allocation, the Just Eat Takeaway.com team relied on rule-based budget automation in SplitMetrics Acquire, which scheduled fixed budget adjustments across campaigns.
While this setup helped control spend, it couldn’t adapt to daily fluctuations in campaign performance. Both campaigns consistently hit their daily budget, but daily performance varied, with shifts in CPA and conversion volume. This meant that on some days, one campaign underperformed while the other campaign could have scaled further — and vice versa.
To maximize growth and control costs, Just Eat Takeaway.com sought a more intelligent, adaptive way to manage daily spend dynamically across campaigns.
To address this challenge, Just Eat Takeaway.com leveraged two key features in SplitMetrics Acquire — AI Bid Optimization and AI Budget Allocation, which were initially implemented as a test in one of its markets.
Just Eat Takeaway.com enabled AI Bid Optimization to identify high-potential keywords with the most efficient Cost per New Customer. The algorithm automatically adjusted CPT bids daily and ensured spend was directed toward the most valuable traffic to reduce investment in lower-performing areas.
Several weeks later, the team activated AI Budget Allocation. The AI Budget Allocation algorithm predicted daily performance fluctuations across the Non Brand campaigns. It dynamically redistributed the shared daily budget to whichever campaign was expected to deliver stronger results on that day:
This approach allowed Just Eat to scale winning campaigns in real time, unlike rule-based automation that couldn’t react to live market conditions.
The AI Budget Allocation feature lets us make the most of every euro without lifting a finger. It gave us agility and predictability that our old setup just couldn’t.
After switching from rule-based automation to AI Budget Allocation, Just Eat Takeaway.com saw immediate and measurable impact:
Just Eat Takeaway.com maximized every euro spent. The result: more customers, lower costs, and a more agile campaign strategy that adapts in real time.
