Case study · Events & hospitality

Travis & Co Events: 380 enquiries from Google Ads

A Melbourne hens night and mobile bar company that was running Google Ads with no way of knowing which ads produced bookings. We rebuilt the account around proper conversion tracking, then added SEO so organic search would carry more of the load.

Google Ads
SEO

Get results like these

380Google Ads conversions in two years

$39.11Cost per conversion

2xOrganic traffic in six months

The client

Travis & Co Events. Travis & Co Events runs hens nights, birthday parties and mobile bar services across Melbourne and other major Australian cities. Bookings are seasonal and competitive, and most customers search before they book.

travisandco.com.au ↗

The need

The ads were running, but nobody could say what they were producing.

No conversion tracking. Ads ran without any record of which clicks became enquiries, so there was no way to measure the return or improve it.
Low conversion rates. Too many clicks ended without an enquiry, which pointed at the messaging, the targeting or the landing pages.
Weak organic visibility. Only 86 keywords were ranking when we started, so almost every customer had to be paid for.
A slow, loose website. Site structure, page speed and mobile issues held back both the ads and SEO.

The plan

Track every enquiry

Conversion tracking set up properly, so every lead was counted against the ad that produced it.

Rebuild the campaigns

A new structure for the hens night and mobile bar packages, with spend moved to what converted.

Fix the website

Speed, structure, mobile usability and schema markup addressed for both ads and search.

Grow organic

Keyword research, content optimisation and new pages, so organic search brings in bookings without paying per click.

The execution

Conversion tracking first

Before changing a single ad we set up tracking, so every later decision could be measured. This is the point the results below start from.

A new campaign structure

The hens night and mobile bar packages got their own campaigns, with budget moved away from clicks that never booked.

SEO alongside the ads

An audit, keyword research, content optimisation and technical fixes, aligned with the ads so both channels told the same story.

The results

Over two years the account produced 380 conversions from $14.9K of spend: $39.11 each, roughly an enquiry every two days on about $620 a month. Summer 2023 was their strongest season yet, with 83 conversions in four to five months for $2.46K.

380Conversionstwo years of Google Ads

$14.9KTotal ad spendabout $620 a month

$29.68Cost per conversionsummer 2023, 83 conversions

2xOrganic trafficwithin six months of starting SEO

The conclusion

Most of this came from fixing measurement, not from spending more. Once every enquiry was tracked, budget could move to the ads that produced bookings, and the cost per conversion fell below $30 in the busiest season.

“Raf has been looking after my business in terms of Google Ads development and business strategy development for multiple years now. Can certainly say he is the best in the business and has delivered amazing results for our events business. He will go above and beyond your expectations.”
Misha Kuzmovych, Travis & Co Events

Google Ads figures from the client's Google Ads account. The SEO figures (86 ranking keywords at the start, organic traffic doubling within six months) are from our reporting at the time.