The Value of Running a Paid Ads Strategy Alongside a Google Grant Account
Summary
Dance City partnered with Route to enhance brand awareness and drive conversions through a refined Google Ads strategy. By introducing a paid campaign structure alongside their Google Grant Account, we improved ad visibility and relevance. Leveraging Google Search and Performance Max campaigns, tailored ad groups, and strategic bidding, we generated over 3,449 tracked conversions—including purchases, account creations, and logins—over 4 months, while delivering an overall ROAS of 4.46.
Topline Results
ROAS
4.46%
Clicks
> 9089
Purchases
> 1095
Conversions
> 3449
Dance City is the North East’s leading development organisation for dance. They provide a place to take part, enjoy, experience and talk about dance, where professional and aspiring dancers meet, learn and train. Dance City present a regular programme of dance performances from contemporary to ballet and breakdance bringing leading Northeast, British and International dance to Newcastle and commissioning original new works which
premier in their theatre.
“As an organisation, we are constantly looking at ways to make our small marketing budgets work as hard as possible. We appointed Route because they demonstrated a deep understanding of the intricacies of online marketing. They didn’t just throw a generic strategy our way; they took the time to understand our offering, our target audience, and the unique goals we had.
This personalised approach has made all the difference in the fantastic results we have seen delivered. They’ve meticulously revamped our Google Ads campaigns, focusing on high-conversion keywords and optimising for our local market. Their expertise in Google Search, Display Ads, and Remarketing has helped us attract the right audience. Not only have we seen more clicks, but more importantly, we saw a significant increase in qualified leads, which has translated directly into more bookings. Route’s expertise, attention to detail, and commitment to results make them a standout partner in the digital market space.”
Alex Dentith – Senior Marketing Manager at Dance City
Challenge
Dance City’s objective was to increase awareness of their services, and generate class and event bookings through local Google Ads campaigns, allowing us to maximise the benefit of their Google Grant Account.
Strategy
We worked with Dance City to agree on a plan to improve ad relevance, positioning and visibility by introducing a paid media account alongside the existing Grant Account. We created a separate complementary strategy for the two different accounts:
With the Google Grant Account, we aimed to increase brand awareness locally, bidding on keywords with an informational intent. To maximise the benefit the grant provided, and ensure continued eligibility, we introduced new ad groups and keywords, resulting in high ad relevancy, click-through-rates and landing page experience.
With the Google Search Ad Account, we prioritised the targeting of competitive, higher-quality keywords with a transactional intent, in order to drive conversions and direct website sales.
Execution
- Configured Google Analytics to track key events, transactions and revenue for the first time, enabling precise attribution of revenue to advertising activities.
- Launched Google search campaigns promoting events, classes, shows, and the CAT program, while implementing Google Performance Max campaigns to extend reach and frequency using Dance City’s video and image assets.
- Targeted high-intent, competitive keywords for improved ad positioning, using the Google Grant account for less competitive, informational keywords.
- Organised keywords into separate ad groups and created tailored ads leading to the most relevant landing pages, removing duplicates and adding negative keywords to maximise campaign efficiency when using smart bidding.
Campaign Results
ROAS: 4.46
> 961 Clicks
> 3449 Tracked Conversions
> 961 Account Creations
> 873 Account Logins
> 1,095 Online Purchases
