The challenge
Memberships, tickets and merchandise all peak at different moments, and the audience is passionate, local and online.
How we work
We align paid search and social with the season, put the right offer in front of supporters at the right moment, and measure what turns attention into sales.
What we've learned
Passion is the asset. Friction is the enemy.
Results
Clicks from Google Ads up by more than 30% year on year, while each click from social ads cost more than a third less.
Index value, not an absolute figure.
| Before | After | Change |
|---|---|---|
| 100 | 131 | +31% (improved) |
Index value, not an absolute figure.
| Before | After | Change |
|---|---|---|
| 100 | 65 | −35% (improved) |
How these figures were measured
- Period: 1 April 2026 to 30 September 2026
- Compared with: The same dates one year earlier
- Note: Year on year: 1 April to 30 September 2026 against the same months in 2025. Figures are shown as an index so real volumes stay private. Ad figures cover all campaigns on each platform.
- Google Ads clicks
- Source: Google Ads Clicks on the ads, all Google Ads campaigns.
- Cost per click from social ads
- Source: Meta Ads Social ad spend divided by link clicks through to the website, all Meta ad campaigns. Lower is better.