Overview
The Museum of Illusions set out to significantly increase ticket sales and achieve strong return on ad spend (ROAS) across both Google and Meta platforms. The primary goals were to scale advertising budgets effectively, reach a ROAS of 5 or higher, and maintain a competitive edge by targeting new, highly relevant audience groups.
The Challenge
Before optimization, both Google and Meta accounts were underperforming due to structural inefficiencies and lack of strategic targeting:
Campaigns were active but lacked optimization
The account structure was not scalable
Meta
Some campaigns were active but not optimized
Unproductive audiences were targeted
Large budget allocation with ROAS of only 0.31
The Solution
A dual-platform optimization plan was developed to address weaknesses and maximize revenue potential:
Identified high-performing keywords and implemented varied match types for broader yet precise reach.
Developed a scalable campaign structure to accommodate future budget increases.
Created compelling ad creatives with strong calls-to-action and unique offers to improve click-through rates.
Continuously monitored performance, filtering out irrelevant traffic to maintain efficiency.
Meta
Launched a variety of campaign types focused on both conversions and high-quality traffic acquisition.
Conducted ongoing audience testing and segmentation to target the most profitable groups.
Refined ad copy and creative variations to improve engagement and conversion rates.
Leveraged high-demand periods with innovative campaigns to maximize ticket sales.
