$286 per lead. $38K–$50K per sale.

The Challenge

A venue doing incredible work — with campaigns bleeding money in the background.

This client is a 24-acre all-inclusive wedding estate with over 500 events hosted since 2010. Their product is exceptional — onsite lodging, every vendor included, a single team from start to finish. Wedding Wire Couples' Choice Award. The kind of venue that books itself once a couple visits.

The problem was upstream: their Google Ads account had been running for years with almost no structural discipline. Five campaigns. One with a $250 tCPA target. The other four running completely unconstrained. Money was being spent. Results were scattered.

The Audit

The data told a clear story — once someone looked.

A full account audit surfaced the problem immediately. The account had five active campaigns, all targeting wedding venue search traffic. Ranked by cost-per-lead:

The winning campaign (National) was the only one with a tCPA bid strategy. It also had five-plus years of conversion history baked in, and a Dynamic Search Ad group catching branded queries the other campaigns were missing entirely. The brand search term alone was converting at $91 CPL with a 28% CTR.

Additional problems uncovered: four ads were disapproved and silently not serving due to 404 destination URLs. Ad copy in a live 2026 promo campaign still referenced a 2024 discount. No dedicated brand campaign existed.

What We Did

Fix what's broken. Build what's missing. Don't touch what's working.

• Replaced all disapproved ads — four ETAs with broken 404 destination URLs replaced with fresh RSAs pointing to live pages.
• Updated stale promo copy — 2024 ad copy referencing an expired offer swapped out in the active 2026 promo campaign.
• Built a new v3 National campaign from scratch — structured with six tightly-themed ad groups, 57 keywords, 74 negative keywords blocking elopement/budget signals, tCPA set to $250, DSA targeting the homepage and services page.
• Extended to Northern VA — separate geo-targeted campaign for the DC/DMV market with five ad groups targeting local search behavior and competitor terms.
• Launched a multi-platform expansion plan — Pinterest campaign structure built and approved targeting DC Metro engaged couples across three audience segments.

Results

The best campaign now converts at $286 per lead on a $38K–$50K package.

With a rough average package value of $44K and an assumed 20% close rate on qualified leads, each $286 lead is worth approximately $8,800 in expected revenue — a return of over 30× on ad spend in the winning campaign.

The national campaign's brand ad group specifically — capturing people searching the venue by name — was generating leads at $91 each. That's brand equity converting directly into revenue.

The structural cleanup alone (pausing the $3,204/CPL campaign, fixing dead ads) freed up budget to put to work in better-performing campaigns. No new spend required — just better allocation of what was already being spent.