The Dressing Rooms Case study
Client Overview
The Dressing Room Bridal (TDR) is a multi-award-winning bridal retailer based in Birmingham. The boutique offers expert-led services to help brides-to-be find their perfect dress from a carefully curated selection of leading designers.
The Challenge
Operating in a highly competitive local market, TDR needed a targeted approach to increase appointment bookings and drive in-store visits. The challenge was to achieve this within a limited daily advertising budget while ensuring that every pound was invested in high-intent prospects rather than low-quality traffic.
Our Strategy
Following an in-depth discovery call, we developed a granular Google Ads strategy built around multiple micro-campaigns. Each campaign was tailored to key themes, including specific wedding designers, brands, and dress styles.
By tracking search demand and performance in real time, we were able to dynamically reallocate budget to the most effective campaigns. Our management coincided with the launch of TDR’s new website, so we worked closely with the client to identify and track priority conversion actions, such as:
1. Contact form submissions
2. Calls generated directly from ads
3. Click-to-call engagements
4. Appointment bookings via the third-party Bridal Live widget
5. Store visits and direction requests
The Results (in 2024)
x272%Ongoing Growth & Optimisation
Our ongoing work focused on continually refining keyword targeting, reallocating budget to high-performing campaigns, and maintaining a clear focus on high-intent searches. This disciplined approach kept the cost-per-conversion low while maximising the volume of valuable leads.
Impact
Since taking over TDR’s Google Ads in late 2023, performance has been transformative. Throughout 2024, the campaigns delivered over 14,000 unique local clicks, achieving an outstanding 72% conversion rate.
Google Ads has now become a cornerstone of TDR’s marketing strategy, consistently generating appointment bookings and footfall. The campaigns continue to play a vital role in attracting brides-to-be and strengthening TDR’s position as one of Birmingham’s leading bridal retailers.
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