How I Helped Launch A US Events Based Business Through Google Search Ads

Having recently moved to the US, my client needed help launching their new events-based business quickly to a brand new market where competition was fairly low. Work for this client was fairly straight-forward, conducting research into keywords and competition, and then doing a full Google Ads setup. Within the first 30 days I was able to deliver a 6.4% CTR and a 13.4% Conversion Rate. 

My client is well-positioned in the events industry with several other successful businesses in the UK and US, mostly targeting the wedding and party industry. Their newest business venture was a Marquee Lighting hire business in Florida. Offering a range of signage options as well as other optional extras including flower walls, telephone guestbooks, and champagne walls. 

Google Ads Challenges

The biggest challenge came from having to prove there was a market for the business in a very short time frame. The Google Ads Strategy had to be watertight and budget wastage had to be kept as minimal as possible. Due to the nature of the business, there was a lot of stock that had to be purchased ahead of the first booking which made getting early bookings critical.

Lead Generation Strategy

In order to achieve some initial brand exposure in Florida we utilised a video campaign. We didn’t expect to receive any bookings from this, but we wanted to just tease our way into the area. This video campaign was followed up with a Search campaign focusing on the specific products and sizes available - being careful to keep our search terms very specific to begin with. 

As we were looking for immediate impact and bookings, we carefully chose phrase and exact match keywords that would keep search intention tight and increase our chances of booking. 

When we had gained several bookings and proved the market was there, we loosened up the search criteria to increase our impressions and clicks and increase our volume of touch points with potential customers. 

Customer Testimonial

"Carl has been extremely helpful in gaining significant traction for my new businesses using google ads. My businesses are based in the UK and another in the US. I have also recommended Carl to others and they have used him too. The communication with Carl is great, always answering my questions quickly and I genuinely feel Carls goal is to make my business a success!"

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