Introduction & Context:
Eternal Vows is a premium wedding agency based in Latvia, specializing in luxury destination weddings for international and local couples. The agency provides a full spectrum of services, from venue selection to event planning and coordination.
Despite their strong reputation, Eternal Vows struggled to generate consistent, high-quality leads through Google Ads. Their existing campaigns had high CPCs and low conversion rates, making it difficult to achieve a positive ROI.
The Challenge (Pain Point & Problem Statement):
- High CPC & Low Conversion Rates:
- CPC: €2.80
- Conversion Rate: 1.2%
- Cost per lead: €233
- Unoptimized Keyword Strategy:
- Broad match keywords led to irrelevant traffic.
- High spend on non-converting search terms.
- Landing Page Drop-offs:
- 73% bounce rate.
- No clear CTA or booking funnel.
With the wedding season approaching, the agency needed a strategy to lower acquisition costs and increase qualified leads.
Category
PPC/SEM
Clients
Eternal Vows
Location
Riga, Latvia
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
1. Restructuring Google Ads Campaigns
- Shifted from broad match to exact match & phrase match keywords.
- Built high-intent keyword clusters (e.g., “wedding planner Latvia,” “destination wedding in Riga”).
- Negative keyword list expansion to filter out irrelevant searches.
2. Ad Creative & Copy Optimization
- A/B tested 3 ad variations with different messaging:
- Emotional appeal (“Your Dream Wedding in Latvia Awaits!”)
- Service-focused (“Award-Winning Wedding Planners”)
- Urgency-driven (“Limited 2024 Wedding Slots Available!”)
- Integrated ad extensions: callout extensions, structured snippets, and lead form extensions.
3. Landing Page Optimization
- Redesigned the page with a single CTA (“Book a Free Consultation”).
- Added social proof (testimonials, wedding video reels).
- Integrated a 1-minute quiz to pre-qualify leads before booking.
- Reduced bounce rate from 73% to 42%.
4. Smart Bidding & Audience Refinement
- Switched from Maximize Clicks to Target CPA (€100) bidding.
- Created remarketing lists for users who visited the site but didn’t book.
Launched a lookalike audience campaign based on previous bookers.
The Challenges & Roadblocks:
- High competition: Competing agencies were bidding aggressively on premium keywords.
- Budget constraints: We had to ensure maximum efficiency with a limited test budget.
- Initial low CTR (2.1%): Tweaked headlines & descriptions based on top-performing competitor ads.
The Results & Impact (Before vs. After Data Comparison):
Metric | Before | After (90 Days) |
CPC | €2.80 | €1.75 (-37%) |
Conversion Rate | 1.2% | 4.8% (+300%) |
Cost Per Lead | €233 | €72 (-69%) |
ROAS | 1.1x | 5.4x |
Monthly Bookings | 9 | 31 (+230%) |
Key Takeaways & Lessons Learned:
- Exact match & phrase match outperform broad match in high-intent industries.
- Smart bidding strategies can significantly lower CPL when combined with audience segmentation.
- Landing page experience plays a crucial role in conversion success.
- A/B testing ad creatives helps identify winning messages for different audience segments.
Conclusion & Final Thoughts:
By restructuring Google Ads campaigns, refining targeting, and optimizing the landing page, Eternal Vows transformed its digital marketing strategy. The result was a 5.4x ROAS and a 230% increase in monthly bookings, proving that a data-driven approach can maximize profitability even in competitive markets. With scalable strategies now in place, the agency is well-positioned for continued growth in the luxury wedding industry.
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