Lead Generation
How we cut wasted ad impressions by 85% for a UK tipi hire company — and increased enquiries at the same time, by paying only for people actually planning an event.
+16%
Enquiries generated
9.0%
Click-through rate
-85%
Wasted impressions
+14%
Qualified site visits
The challenge
The Tipi Company’s ads were reaching an enormous audience — over three quarters of a million impressions in six months — yet barely one person in a hundred clicked. Most of that reach was going to people browsing wedding inspiration rather than anyone with a date, a venue and a budget. The account looked busy and delivered modestly.
Our approach
We stopped optimising for reach. Performance Max was reined in and rebuilt around genuine intent signals, search campaigns were restructured around the language people use when they are actually booking, and audiences that browsed without ever enquiring were cut out. Bidding moved to target cost per acquisition, so the platform had to earn its budget on enquiries rather than impressions.
The outcome
Impressions fell by 85% — and enquiries went up. Click-through rate rose from 1.2% to 9.0%, so the ads that did run reached a far more relevant audience. Clicks grew 14% and enquiries 16%, all from a fraction of the previous exposure. The budget now goes on people planning events rather than people admiring photographs of them.