Paid media strategy helped to drive 373% increase in leads

Client Overview

Bricks McGee is a corporate events company that specialises in team-building workshops using LEGO bricks. They collaborate with major national and international brands, supporting HR departments in delivering engaging and interactive workshops. With clients across the UK, Ireland, and Australia, Bricks McGee has been a trusted provider of innovative corporate events since 2012.

The Brief

Bricks McGee faced several key challenges in their paid media strategy:

Ineffective Google Ads Performance: Their existing campaigns were underperforming, and they were dissatisfied with the results.

Poor Conversion Tracking: Contact page visits were tracked as primary conversions, skewing data and negatively impacting automated bidding strategies.

Increasing Enquiries: They wanted a higher number of quality leads.

Expanding Audience Reach: The company aimed to target a broader audience beyond those searching specifically for LEGO workshops.

Building Brand Awareness: They sought to enhance their presence among large corporations across the UK.

Optimising Ad Spend: Improving the overall efficiency and performance of their Google Ads campaigns.

The Strategy

To resolve these issues, we implemented a structured and data-driven approach:

Fixing Conversion Tracking

• Adjusted tracking to log thank-you page visits as primary goals, ensuring more accurate data collection.
• Set contact page visits as secondary goals to prevent automated campaigns from misallocating budget.
• Implemented tracking for email link clicks to capture direct enquiries that were previously unmeasured.

Campaign Restructuring

• Reviewed and optimised the Google Ads campaign structure.
• Created a more organised approach by separating keywords into relevant groups, including location-specific campaigns (e.g., London and other key areas).
• Split campaigns into two distinct categories: generic team-building keywords and LEGO-specific keywords to control budget allocation more effectively.

Expanding Audience Reach

• Introduced broader industry-relevant keywords to attract new audiences.
• Tested campaigns targeting a wider corporate audience interested in creative and engaging team-building solutions.

Platform Optimisation

• Managed campaigns using Google Ads, ensuring optimal performance.
• Utilised Google Tag Manager for enhanced tracking implementation.
• Leveraged Google Analytics to monitor and refine strategy based on real-time data insights.

The Results

Our strategic improvements delivered tangible and measurable success:

• 375% YoY increase in form submissions, indicating a significant rise in qualified enquiries.
• 13.4% year-on-year increase in total traffic (2023 vs. 2024).
• Higher quality leads with lower paid traffic, demonstrating improved efficiency.

By restructuring their campaigns, improving conversion tracking, and expanding their audience reach, we successfully transformed Bricks McGee’s paid media strategy, delivering increased brand awareness and high-value leads.

Looking for similar results? Contact us today to optimise your paid media strategy!