Sector: Cultural and Visitor Experience
Project Context
A heritage attraction relied on Google Ads to drive ticket sales but faced unstable performance. Campaigns combined different search intentions, landing pages were misaligned with user expectations, and tracking signals were inconsistent. The objective was to create a structure that delivered predictable, high-quality demand rather than fluctuating results.
Services:
Commercial Problem
Three constraints shaped the approach:
-
Intent dilution
High intent and exploratory searches were mixed within the same campaigns.
Google received noisy signals and optimised toward the cheapest clicks rather than the most valuable queries. -
Landing page mismatch
Users searching for specific visit types were being sent to a general overview page, reducing relevance and increasing drop offs. -
Unstable tracking data
GA4 captured events, but not in a consistent pattern that Smart Bidding could use with confidence.
The system lacked clarity, which reduced both efficiency and revenue consistency.
Strategic Approach – Intent Framework
The restructure focused on giving Google a clean, interpretable environment. Search behaviour was separated into three categories:
- 1
High intent where users expressed clear purchase signals
- 2
Mid funnel where users compared or explored visit options
- 3
Upper funnel where searches reflected broad interest rather than readiness to buy
Each category received its own campaign with aligned bidding, creative, and landing logic.
Landing Page Alignment
Structure and Keyword Cleanup
Signal Stabilisation
Key GA4 events were refined and mapped to the correct conversions.
This ensured the bidding system received clear, repeatable signals.
Creative and Messaging
Messaging was matched to the funnel stage:
• clarity and timing for high intent
• differentiation and proof for mid funnel
• cultural relevance for upper funnel
clear approach
Intent Framework
project outcome
Higher efficiency from high intent traffic
Outcome
After stabilisation, three improvements were seen across the account:
-
Reduced volatility
Spend and conversion patterns became predictable rather than erratic. -
Higher efficiency from high intent traffic
Budget increasingly reached queries with stronger commercial value. -
Improved relevance at landing level
Drop offs decreased and conversion probability increased when users were sent to the appropriate page for their query.
The account performed in line with demand seasonality, with structural noise removed.
Clear Approach
Project Outcome
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