Funktion Events Case Study // Salience

Prior to COVID-19, Funktion was seeing exceptional growth during Q1, however, with the pandemic reaching Europe’s shores, this all changed. The travel & Events industry was one of the hardest-hit verticals globally., Funktion had to immediately hibernate their business.

In mid-June, we picked up that “hen party” searches we’re seeing an uplift. Quickly, we re-activated campaigns targeted campaigns, running small tests to measure the viability of a full campaign.

We saw results similar to our 2019 period. However, the actual lead conversion rate was lower due to customer confidence, uncertainty and local lockdowns looming. Despite offering solutions to customers pain points within the ad copy and discount incentives, it was extremely challenging to increase total conversion volume.

Services PPC

Industry Lead-gen

In mid-June, we picked up that “hen party” searches we’re seeing an uplift.

Quickly, we reactivated targeted campaigns, running small tests to measure the viability of a full campaign.

We saw results similar to our 2019 period. However, the actual lead conversion rate was lower due to customer confidence, uncertainty and local lockdowns looming. Despite offering solutions to customers’ pain points within the ad copy and discount incentives, it was extremely challenging to increase total conversion volume.

Funktion quickly identified a new form of activity with Virtual Team Building Activities and Virtual Christmas Party Ideas. We instantly pivoted the account and identified a set of decent volume keywords with little competition and deployed tight-knit themed ad groups to sculpt traffic to the correct ad and establish a high quality score across the account.

In a market that shifted almost overnight, the priority was simple. Get Funktion back in front of demand as soon as it reappeared, then pivot fast when new opportunities opened up.

By reactivating core campaigns with controlled tests, then switching focus to Virtual Team Building Activities and Virtual Christmas Party Ideas as search behaviour changed, we were able to generate meaningful growth even with a smaller budget and a far more volatile marketplace. Personalised messaging, tight ad group structure, smart bidding, remarketing, and bespoke scripting ensured spend was concentrated where it could actually perform.

Despite not having an exact measuring stick, when we compared the October period with the previous year, which had 50+ campaigns and a higher budget, we still delivered substantial gains in a much tougher climate.

The outcome was so strong that lead volume quickly outpaced operational capacity. Funktion asked us to pause campaigns because the business could not take on any more enquiries.