Dream Weddings: +65% event bookings in six months.
Five award-winning venues. One ambitious six-month target. We rebuilt Dream Weddings' Google Ads programme around high-intent search and venue-led creative. And ended up smashing every number on the brief.
The numbers.
Six months.
What we walked into.
Dream Weddings approached us with a prestigious UK-based brand, five award-winning venues in the Dream Venues Collection, and a clear ask: grow event bookings hard, fast, and without lighting the marketing budget on fire.
The team had three concrete targets to hit within six months. Lift total event bookings by 50%, drop cost per acquisition by 40%, and grow the customer base by 30% through paid search alone. Search competition in the wedding-venue category is brutal: high CPCs, seasonal demand spikes, and a handful of category aggregators dominating non-branded terms.
The existing account leaned heavily on generic Performance Max with broad audience signals. It was hitting target CPA on paper, but tour bookings (the only number that actually moves revenue) had stalled. We needed a rebuild, not a tweak.
Venue-led.
What we did.
We pulled apart the existing campaign architecture and rebuilt it around four tightly-scoped programmes, each with its own KPI, audience and creative system. Then we let Smart Bidding loose inside those guardrails. Not before.
Search Ads optimised for intent
High-intent terms like "luxury wedding venues" and "award-winning wedding locations" mapped to the right venue page. Ad extensions surfaced unique selling points (chapel, lake, woodland) to lift CTR.
Display, but actually targeted
Visually compelling banner sets per venue, served to in-market audiences browsing wedding-planning sites. Designed for the daydream end of the funnel. Not the click chase.
Performance Max with guardrails
PMax got its own asset groups per venue, with tROAS caps and brand exclusions. Creative and copy were swapped on seasonal cadence. Engagement season, summer shows, autumn open days.
Landing pages, A/B-tested
Bespoke landing pages per venue, with one job each. Book a tour. Two rounds of A/B testing on hero, form and trust signals pushed conversion rate up 20% inside the test window.
cleared.
What changed.
Over six months we cleared every objective on the brief. And overshot the two biggest by 30%. The team's wedding-events business now leads on category share in two of its five regions.
The story behind the chart: search-led campaigns surfaced couples who'd already moved past inspiration into vendor selection. PMax, now properly fenced, picked off the long-tail. And the bespoke landing pages turned more of those visits into actual tour bookings, the only conversion that matters in this category.
Search restructure opened headroom
New campaign architecture surfaced high-intent terms that were buried under broad PMax. And let us bid hard where it mattered.
Creative refresh lifted CTR
Tighter copy and venue-specific asset mixes on RSAs improved CTR by 28% in the first 30 days.
A/B testing on landing pages
Two-round testing on hero, form and trust signals pushed conversion rate up 20%. Compounded across every campaign feeding them.
PMax fenced, not turned off
Per-venue asset groups with brand exclusions stopped budget draining into branded clicks. Net-new bookings climbed accordingly.
Since the start, our online bookings have skyrocketed.
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