Reach demand supply can actually serve
Target to region, city, or postal-code level so campaigns run inside your online service area. Budget switches by time of day to match hours with capacity. Spend stays on orders you can take.
ORCA Ads · On-demand services
Acquire users who complete an order — and come back.
ORCA Ads is a mobile DSP for global on-demand advertisers and media-buying teams. We connect incremental inventory in independent apps worldwide, predict user value on every ad request, and complete the bid in milliseconds. Campaigns aim at people who can complete orders and form a repeat-purchase rhythm, and budget lands in the areas and hours you can actually serve.
01 · The Growth Challenge
A click is not a service outcome.
On-demand economics have to be counted to the second order. Many first-time customers never order again, and one-off conversions bought with promotions often cannot support unit economics. Local supply makes the problem larger: users bought outside delivery range, or when capacity is short, become waste immediately. Reading campaigns on install cost easily treats the wrong demand as growth.
02 · How ORCA supports on-demand growth
How ORCA supports on-demand growth
Optimize around the second order and order completion
Optimize completed orders, bookings, or revenue. Models that depend on repeat purchases can aim the goal at a second order inside a time window. The target event decides how the system scores every request, and bids follow order value.
Support repeat behavior
Score ad opportunities by predicted user value, then remarket against the inactivity window you set. Timing aims at the next likely demand, and brings back people who ordered once and then stopped.
Expand market by market
When entering new cities and countries, judge on that market's own order and repeat-purchase signals. Each market bids against local supply and demand; a mature city's setup does not have to be copied into the next city.
04 · Business Outcomes
Business Outcomes
Acquire customers who will place two orders
Media buying aims at people who will complete an order and form a repeat purchase. A promo first order can be the start; what campaigns actually optimize is later contribution.
Improve order and booking economics
Judge budget on completed orders, revenue, and ROAS. Install cost no longer decides on its own whether a campaign is good.
Increase repeat use
Bring back customers who stalled after one order. Remarketing windows follow usage rhythm, and more spend goes to people who may convert again.
Expand city by city
Each new market uses its own order reads to decide whether to add budget. Launch decisions rest on local supply, demand, and conversion signals.
05 · Customer Proof
See how on-demand businesses turn customer growth into performance.
An instant-retail grocery app covering several metro areas
A large share of first-time customers had no second order, and promo-funded first orders could not stand up on unit economics. Some spend also landed outside delivery range that could not be served that week. Targeting was pulled inside online service areas, budget matched capacity by hour, and the optimization event moved from first order to a later repeat purchase. Acquisition and remarketing started turning around orders that could be fulfilled.
"The first order was never the hard part. Getting someone to place another order inside an area we actually have capacity for is the number that changes unit economics." — Head of Growth
A home-services booking platform entering new metro markets
It used to take a long time after opening each city to know whether local supply and demand could support the business. Each market built its own bid judgment, the optimization event was set to completed bookings, and remarketing triggered against customers' typical rebooking window. New markets decided the next step on local booking signals, instead of copying a mature city's setup.
"Reading faster whether a market can work changes how many markets you are willing to try." — VP of Marketplace Growth
Next step
Spend the next order budget on demand you can actually fulfill.
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