Carrington Marquees is a marquee rental company based near London. They were already running Google Ads when they came onboard, but a large portion of their budget was being wasted on searches outside the areas they actually serviced.
At first glance, the campaigns looked geographically targeted correctly. But when we dug into the search term data, we uncovered a major issue: users were still triggering ads for marquee hire searches in towns and cities Carringtons didn’t cover.
That meant spend was going towards clicks that were never realistically going to convert. We restructured the campaigns around profitability and lead quality rather than simply generating traffic.
The campaigns were already generating some enquiries when Carrington Marquees came onboard, but a large portion of the budget was being wasted on searches outside the areas they actually serviced.
Although location targeting had been applied, search term data revealed ads were still appearing for marquee hire searches in towns and cities they didn’t cover.
We rebuilt the account structure around the locations & searches most likely to convert, expanded the negative keyword lists & refined the targeting to remove wasted spend.
We also tested generic marquee hire searches against occasion-specific terms such as wedding marquee hire & found the broader generic searches consistently delivered more conversions at a lower cost.
With a relatively modest ad budget, the focus shifted toward investing more heavily into the campaigns & search terms generating the strongest return rather than spreading spend too thinly across weaker performing searches.
We also expanded keyword targeting using marquee hire + location combinations, allowing more tailored ads to appear for local searches in the areas Carrington actually serviced.
This improved ad relevance, reduced wasted clicks & helped generate more qualified quote enquiries.
Alongside the campaign improvements, we refined the website messaging based on the questions & search intent we were seeing within the campaign data.
Information around marquee sizes, colours, heaters, lighting, dance floors & setup options was made clearer & easier to find so users could quickly get the answers they needed before enquiring.
While the website platform itself had limitations, these improvements helped reduce friction during the enquiry process & contributed towards a significant increase in conversion performance.
In just a short 4 months, Carrington Marquees saw:
Conversions (phone call & enquiry form leads) increased by 127%
Average Cost Per Click (CPC) reduced to £0.52 from £0.95
Conversion Rate reached 12.31%
CTR improved to 8.20%
More importantly, the campaigns became significantly more efficient by focusing on searches most likely to convert, rather than paying for clicks outside of their service area. The result was a stronger flow of qualified quote enquiries without needing to increase ad spend.
30-day rolling retainer. No long-term contract.
