How I Helped a Wedding Photographer Increase Leads with Google Ads Management

When this wedding photography business reached out to me, they had an existing Google Ads account, but they were struggling to see results in terms of lead generation. The account wasn’t optimised, and they wanted to make sure they were getting the best return from their advertising spend. After an initial audit, we started from the ground up with a well-structured plan to help them scale their business.

Google Ads Audit: Identifying the Gaps

The first step in this project was to perform a Google Ads Audit to understand the current state of the account. It quickly became clear that there were some fundamental issues. Most notably, conversions weren’t set up correctly, which meant that the data we needed to optimise campaigns was either missing or inaccurate.

In addition, the business wasn’t reaching its full potential due to a high cost per click (CPC) and insufficient use of ad types that could effectively expand their audience. My goal was to fix these issues and deliver results that would translate into more bookings for the photographer.

Step 1 - Google Ads Audit (Months 1 & 2)

During the audit phase, I identified several critical changes that needed to be made:

• Conversion Tracking: I ensured that proper conversion tracking was set up to accurately measure the actions that matter, such as form submissions or phone calls.

• Bidding Strategy: The initial cost per click (CPC) was higher than necessary. We worked on reducing it by using more efficient bidding strategies.

• Campaign Types: Various campaign types were tested, but I quickly realised that Performance Max campaigns were the ideal fit. This type of campaign allowed us to target a wider audience across multiple platforms like YouTube, Display, and Search, all while maximising budget efficiency.

By the end of the audit period, we had laid the foundation for a much more effective account, with improved conversion tracking and a solid strategy in place for the months ahead.

Step 2 - Google Ads Management & Strategy Development (Months 3–6)

With the audit complete and issues addressed, we moved on to developing a more comprehensive Google Ads strategy. The primary objectives were to:

1. Increase Brand Awareness: The client needed to reach more potential couples looking for wedding photography services.

2. Improve Conversions: We aimed to convert more of the website visitors into actual leads.

3. Optimise Cost Per Click: One of the major goals was to reduce the cost per click (CPC) while maintaining high-quality traffic.

   
   

The strategy that evolved focused on Performance Max campaigns. This campaign type proved to be an essential tool, allowing us to leverage Google’s machine learning algorithms to deliver the right ads to the right audience across multiple platforms.

Step 3 - Advert Management & Optimisation (Months 7–9)

As the campaigns began to gather momentum, it was important to continuously monitor and optimise the performance of the ads. I kept a close eye on key metrics like CTR, CVR, and CPC, and made adjustments based on real-time data.

The results started to show: the CTR improved gradually to 1.5%, with a conversion rate (CVR) of 2.5%. The client’s account was starting to see more qualified traffic, and the cost per click was decreasing, leading to a much more cost-effective ad strategy.

Step 4 - Scaling the Campaigns (Months 10–12)

By the end of the year, we were ready to scale up. The groundwork had been laid, and we had gathered enough data to make informed decisions. I began increasing the budgets for the most successful campaigns while ensuring that the performance metrics remained in check.

As the lead generation graph showed (see image), the client started seeing a significant increase in leads in the second half of 2024, with the number of leads rising sharply from Q2 2024 onwards.

The Results

By the end of the campaign, the wedding photographer had seen a substantial improvement in both lead generation and overall Google Ads performance. Here’s a snapshot of the final metrics:

• 5.6K clicks in the past 720 days

• 1.5% CTR (click-through rate)

• 145 conversions

• 2.5% CVR (conversion rate)

Additionally, the client saw a steady rise in leads as the graph shows from Q4 2023 to Q4 2024, highlighting the success of the Performance Max campaigns and the ongoing optimisation efforts.

Google Ads for Wedding Photographers

Through strategic management and ongoing optimisation, we turned around this wedding photographer’s Google Ads account. By addressing the core issues from the audit, implementing a strong campaign strategy, and scaling effectively, we helped the client significantly increase their lead generation and reduce wasted spend.

If you’re looking for similar results for your business, whether in wedding photography or any other niche, I’m ready to help you achieve your goals. Let’s start with an audit to identify where improvements can be made and create a plan that works for you.