PPC for a children’s birthday party venue website
Over the course of 12 months, we systematically relaunched and optimized Google Ads for a chain of children’s entertainment centers, with a focus on booking children’s birthday parties. We focused primarily on generating a steady stream of leads through forms, scaling brand reach, and controlling traffic costs. The data and results below were compiled from the Google Ads dashboard.
Starting data
- Website age: 11 years
- Promotion regions: Kyiv, Lviv, Odesa
- Ad types: Search, Display, Performance Max
Objectives
- Attract new customers to the centers
- Increase form submissions
- Expand branded reach
- Optimize ad spend
- Re-engage returning visitors
Key challenges and overall strategy
- Primary goal: optimize Search to capture users actively looking for kids’ birthday parties.
- In addition to Search optimization, launched a branded campaign and Performance Max to reach a broader audience across Google’s surfaces.
- A specific task was to double children’s banquet bookings in Odesa (the main promotion region).
What we did
- Rebuilt and optimized Search and Performance Max campaigns.
- Reset bidding strategies and conversion setup: kept only successfully submitted forms as the primary conversion so machine learning would optimize toward real leads; treated phone-number clicks as secondary events since a click doesn’t equal a call.
- Audited the website and improved key landing pages.
- Ongoing campaign optimization.
Results (after 12 months)
- Impressions: 173,627 → 87,714 (−49%)
- Clicks: 10,880 → 15,470 (+42%)
- CTR: 6.27% → 17.64% (+181%)
- CPC: ₴4.82 → ₴3.78 (−22%)
- Leads (form submissions): +188%
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Over the course of 12 months, we systematically relaunched and optimized Google Ads for a chain of children’s entertainment centers, with a focus on booking children’s birthday parties. We focused primarily on generating a steady stream of leads through forms, scaling brand reach, and controlling traffic costs. The data and results below were compiled from the Google Ads dashboard.
Starting data
- Website age: 11 years
- Promotion regions: Kyiv, Lviv, Odesa
- Ad types: Search, Display, Performance Max
Objectives
- Attract new customers to the centers
- Increase form submissions
- Expand branded reach
- Optimize ad spend
- Re-engage returning visitors
Key challenges and overall strategy
- Primary goal: optimize Search to capture users actively looking for kids’ birthday parties.
- In addition to Search optimization, launched a branded campaign and Performance Max to reach a broader audience across Google’s surfaces.
- A specific task was to double children’s banquet bookings in Odesa (the main promotion region).
What we did
- Rebuilt and optimized Search and Performance Max campaigns.
- Reset bidding strategies and conversion setup: kept only successfully submitted forms as the primary conversion so machine learning would optimize toward real leads; treated phone-number clicks as secondary events since a click doesn’t equal a call.
- Audited the website and improved key landing pages.
- Ongoing campaign optimization.
Results (after 12 months)
- Impressions: 173,627 → 87,714 (−49%)
- Clicks: 10,880 → 15,470 (+42%)
- CTR: 6.27% → 17.64% (+181%)
- CPC: ₴4.82 → ₴3.78 (−22%)
- Leads (form submissions): +188%