From tracking brochure downloads to tracking booked viewings

Key results

• >50PPC — Monthly enquiries
• £15PPC — Cost per conversion
• £0.60PPC — Avg CPC
• +20,200YOY — Organic Meta engagements
• 2Years — Best Wedding Venue in Wales wins
• +240% YOY — Email open rate

Summary

Ouma replaced clicks and brochure downloads with tracking that follows every ad through to a booked viewing and a booked wedding, then built the brand around it.

Why it mattered

A venue can only grow when it knows which spend produces weddings. With the wrong conversion in place, the budget was being optimised towards people who download brochures, not couples who visit.
Getting this right meant the venue could stop guessing, put more behind what worked and cut what didn't.

The challenge

When we began working with St Tewdrics House, their paid media was measuring the wrong thing. A conversion was a click or a brochure download, not a confirmed viewing, so the venue had no way of knowing what its ad spend was really producing.
It was spending upwards of £150 per conversion, and each of those conversions was only a brochure download. How many turned into booked viewings, and how many of those turned into weddings, was invisible.
The challenge was to find out the true cost of winning a booked viewing and a booked wedding, then bring it down while building a brand worthy of a Grade II listed, exclusive-use venue.

What success looks like

• >50 Monthly enquiries from PPC — Google Ads now brings the venue more than 50 enquiries every month from couples actively searching for a wedding venue. Because each enquiry is tracked back to the campaign that produced it, the venue can see what is working and put more budget behind it.
• £15 PPC cost per conversion — Each conversion now costs £15, compared with upwards of £150 per conversion when we started and the venue was paying for brochure downloads rather than active enquiries and confirmed venue viewings.
• £0.60 Average cost per click — Couples are reaching the website for an average of 60p a click. Low-cost traffic means more of the budget goes towards turning visitors into enquiries and viewings.
• +20,200 Organic Meta engagements, year on year — Engagement across the venue's organic Facebook and Instagram has grown by 20,200 year on year, from consistent content in the venue's own voice and look.
• 2 years Best Wedding Venue in Wales wins — St Tewdrics House has won Best Wedding Venue in Wales two years running. Ouma supported the entries and the overall brand perception via social, web, PR and affiliate sites.
• +240% Email open rate, year on year — Open rates on the venue's emails are up 240% year on year, since the welcome and nurture journeys began guiding couples from first enquiry to booked viewing.
• Fully booked venue 2 years running — When we started, the venue counted clicks and brochure downloads as conversions, so it could not tell what its paid media was really delivering. Every ad is now tracked through to a booked viewing and the wedding that follows, so the true cost of winning a couple is clear.
• A brand couples recognise — Award wins, search visibility, press and consistent branding all make the venue easier to find and easier to remember.

Inside the work

Ouma has worked with St Tewdrics House across measurement, media, email, design and social.

• Accurate tracking, from click to booked viewing — We replaced click and brochure-download tracking with conversion tracking set up around the actions that matter: an enquiry, a booked viewing and a booked wedding. Each is traced back to the ad and campaign that produced it, so the venue now sees cost per booked viewing and how many viewings become weddings.m
• Google Ads (PPC), optimised on real outcomes — We set up our own winning Ad sequence with booked viewings as the conversion, campaigns could be optimised towards couples who visit, rather than towards whoever clicks or downloads.
• Paid social, optimised on real outcomes — The same tracking now feeds paid social, so creative, audiences and budget are judged on booked viewings and weddings.
• Welcome and nurture emails — Every enquiry now enters a welcome and nurture journey designed to move couples from first contact to a booked viewing, and from viewing to booking.
• Design and brand continuity — Ouma has produced the venue's design work as one consistent story: blogs, email campaigns, social assets, landing pages, event stands, banners, leaflets. A couple who sees a banner at a wedding show, opens an email and lands on the website meets the same St Tewdrics House each time.
• Award-winning, two years running — We supported the venue's entries for the Welsh National Wedding Awards, where St Tewdrics House won Best Wedding Venue for two consecutive years. It also won Best Wedding Team at The Wedding Industry Awards.