Paid Traffic and Commercial Performance in the local Gastronomic Sector: A Study of Burger Shops in Imperatriz-MA

Abstract

This study aimed to analyze the role of paid traffic in the commercial performance of burger shops located in the Santa Inês neighborhood, in Imperatriz-MA, Brazil. The research is justified by the growing importance of digital marketing for small businesses, especially in highly competitive sectors such as the food industry. Methodologically, this is an applied research with exploratory and descriptive characteristics, using a mixed-methods approach, combining qualitative and quantitative data, with a predominance of qualitative analysis. Data were collected through a semi-structured questionnaire applied to managers of seven burger shops in the region and analyzed using descriptive statistics and content analysis. The results indicate that paid traffic has generated positive impacts on business performance, being associated with increased visibility, a higher number of customer contacts, and, in several cases, growth in sales. However, the findings also reveal that these results are still achieved in an unstructured way, as most managers do not adequately plan their campaigns, face difficulties in defining target audiences, and do not use precise metrics to measure return on investment. Therefore, it is concluded that paid traffic is an effective strategy for small businesses in the food sector, but its full potential is not yet fully explored due to technical limitations in its use, highlighting the need for greater qualification or specialized support in managing these tools.