34:1 return on ad spend for a wedding venue, across three regions.
How we built The Springs' Google Ads programme into a 34:1 ROAS engine across Sydney, Central Coast and Hunter regions, and grew event revenue 1,142%.
Where The Springs at Peats Ridge was when we walked in.
The Springs at Peats Ridge are a premium wedding and reception venue on the Central Coast: the kind of place couples find through serious research, not casual scrolling. When they came to Firewire, the brief was clear: increase qualified wedding and reception bookings across three high-value source regions (Sydney, the Central Coast, and the Hunter Region) while maintaining strict cost control on a Google Ads budget that needed to scale predictably.
The wedding venue category is brutally competitive. Couples planning weddings are simultaneously high-intent and price-sensitive; venues that can't differentiate end up competing on cost-per-click against operators with deeper budgets. The job was a 12-month focused Google Ads programme tuned for lead quality first, lead volume second, with a multi-region targeting strategy that let each catchment optimise independently.
- Highly competitive wedding venue category with deep-pocketed competitors
- Multi-region targeting needs (Sydney, Central Coast, Hunter) with different competition intensity
- Inconsistent lead quality eating into the venue team's sales capacity
- Cost-per-lead too high to allow meaningful spend scaling
- Single revenue stream (weddings) without diversification into adjacent venue uses
- No upper-funnel programme to build brand recall during the long consideration window
The Springs at Peats Ridge "I went in expecting another agency pitch deck. What I got was a P&L conversation, a clear ROAS target, and a paid search engine that delivered against it. 34:1 ROAS is not something I thought possible from Google Ads."
Three moves that turned paid spend into 34:1 ROAS.
- 01
Precision-targeted high-intent wedding queries
Quality over quantity, region by region.
We rebuilt the Google Ads programme around exact-match targeting on high-intent wedding venue queries: "wedding venues Central Coast", "wedding reception venues Sydney", and similar geo-specific high-conversion terms. The previous broad-match approach was attracting tyre-kickers; the precision rebuild attracted couples ready to enquire.
- 02
Geo-targeted each of three source regions
Sydney, Central Coast, Hunter, separately.
Couples in Sydney plan differently than couples in the Hunter: different competition, different price expectations, different distance considerations. We built separate campaigns per source region with bid strategies tuned to each, so budget could flow where it converted and we could see exactly which region was paying back the best.
- 03
Expanded into golf bookings as a revenue stream
Diversification, same audience adjacent.
The venue's golf course was an underutilised revenue source. We extended the Google Ads strategy to capture golf bookings across the same three regions, diversifying revenue without diluting the wedding campaign focus. Two parallel programmes against overlapping audiences, both contributing to the 34:1 blended ROAS.
- Account audit + campaign restructure Mo 1
- Wedding venue search campaigns (3 regions) Mo 1–2
- Bid + budget strategy per region Mo 2–3
- Audience segmentation + remarketing layer Mo 3–4
- Golf booking campaign expansion Mo 5–6
- Continuous A/B + bid optimisation Ongoing
- Monthly performance + ROAS reporting Ongoing
The full picture, by the numbers.
Single-engagement Google Ads programme tuned around wedding and event lead quality, across three source regions.
How the 34:1 ROAS actually got built.
Three workstreams across the 12-month engagement: precision wedding search, multi-region geo-targeting, and golf revenue diversification.
Wedding venue search Precision targeting on high-intent queries
Wedding venue search is dominated by couples who know what they're looking for: the right queries produce qualified leads, the wrong queries burn budget. We focused exclusively on the right ones.
- Exact-match restructure on high-intent wedding + reception venue queries
- Negative-keyword discipline removing low-intent budget-wedding terms
- Bid strategies tuned for lead value, not click volume
- Landing-page UX rebuilt for the wedding-research customer journey: clear venue showcase, easy enquiry
Cost-per-lead improved 163% as the targeting tightened. The 34:1 ROAS isn't just a paid efficiency number; it's the leverage that came from filtering for the right couples before any budget was spent on engaging them.
Multi-region targeting Three source regions, three campaign architectures
Couples in Sydney, the Central Coast and the Hunter Region plan their weddings differently. Single national campaign structures dilute results in every region; per-region campaigns let each catchment optimise to its own dynamics.
- Sydney campaign: tuned for competitive market with higher CPCs but higher conversion value
- Central Coast campaign: tuned for local proximity preference (the venue's home turf)
- Hunter Region campaign: tuned for couples planning destination-style weddings
- Budget allocation rebalanced monthly based on regional ROAS data
Per-region segmentation made the programme legible: we could see exactly which region was paying back best, scale accordingly, and avoid the trap of a national average that hides under-performance in any one catchment.
Golf revenue diversification A second revenue stream from an adjacent audience
The Springs has a golf course: an underutilised revenue source that hadn't been actively marketed. We extended the Google Ads strategy to capture golf bookings across the same three regions, creating a second revenue stream with audience overlap with the wedding business.
- Golf booking campaigns built around 'golf course [region]' queries
- Audience targeting overlapping with the wedding venue programme: same affluent leisure demographic
- Bid strategies tuned for booking value rather than click volume
- Cross-promotion logic so wedding enquirers saw golf options and vice versa
The 1,142% revenue growth headline includes both streams. Diversification without dilution: same audience profile, two products, parallel programmes. The wedding business is the headline, the golf is the bonus that helped the ROAS land at 34:1 blended.
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