Hospitality
About Client
This client is a premier full-service event venue in rural New Jersey, specialising in weddings, corporate events, and milestone celebrations. With elegant indoor spaces and scenic outdoor settings, they offer customisable experiences for gatherings of all sizes. Their team works closely with clients and local vendors to bring each unique vision to life.
Hospitality
About Client
Challenges
The Google Ads account had a disorganised structure, leading to poor campaign performance and tracking issues.
The logo lacked professional appeal, negatively affecting brand credibility and ad engagement.
Visual assets used in ads did not match the copy, causing confusion and reducing user interest.
Cost-per-click was unusually high with no lead generation, indicating poor targeting and low ad relevance.
Click-through rates (CTR) were very low, reflecting a lack of compelling messaging and ineffective ad creatives.
Landing pages were not optimised for conversions, resulting in wasted traffic and low ROI.
Objective
Strategy and Execution:
Account Restructuring
- Rebuilt the ad account with clearly defined campaigns.
- Created tightly themed ad groups to improve keyword relevance, ad quality, and tracking accuracy.
Creative Alignment
- Developed cohesive ad copy and visuals that matched the brand’s tone and
service offerings. - Ensured consistent messaging across all ad creatives and touchpoints.
Extension Optimization
- Used sitelink extensions to highlight high-value pages like menus and galleries.
- Improved ad visibility, click-through rates, and user navigation experience.
Location and Call Extensions
- Enabled location extensions to target local event seekers effectively.
- Added call extensions to allow quick and direct contact from search ads.
Improve CTR & Reduce CPC
- Optimised ad copy and keyword targeting to boost Quality Score.
- Achieved higher click-through rates and reduced cost-per-click through relevance improvements.
Conversion-Focused Landing Pages
- Revamped landing pages for faster load times and mobile responsiveness.
- Included clear value propositions and prominent calls to action to increase `conversions.
Take Away:
- Improved Campaign Performance
- Stronger Brand Presence
- Higher Engagement and Lower Costs
- Increased Local Visibility
- More Quality Leads
Perfomance Results
7.9% Average Click-Through Rate (CTR)
Compelling, brand-aligned ad copy and creatives resulted in a 7.9% CTR, reflecting strong ad relevance and audience engagement.
690% Increase in Qualified Leads
Geo-targeted campaigns combined with conversion-optimised landing pages drove a 690% increase in high-quality event enquiries.
14.86% Reduction in Cost Per Click (CPC)
Improved keyword targeting, negative keyword filters, and better Quality Scores led to a 14.86% reduction in average CPC and more efficient budget use.
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