Our Google Ads campaign achieved a Return On Ad Spend (ROAS) of 16.09 and helped Holt Farm sell every pitch at their independent campsite for Glastonbury 2024. And all that in just eight weeks.

About

Holt Farm is a new luxury camping concept for Glastonbury 2024, created by one of our long term clients, Yurtel.

With guaranteed pitches just 200 metres from the festival’s main entrance and amenities such as clean toilets, hot showers, organic food vendors, and even a wild spa, Holt Farm is designed for comfort and community, allowing groups to camp together in a secure, well-equipped environment. 

The Challenge

Holt Farm was a brand new offering around one of the most famous and popular festivals in the world, Glastonbury. After a delayed start, the challenge wasn’t selling the festival but selling a large number of pitches in a relatively short window of time (just a few weeks).

With so much noise and buzz in the build up to the Glastonbury festival, standing out and making sales via Google Ads needed to happen quickly and effectively. This was a high pressure, high speed campaign.

We also had the support of this being a multi-channel campaign, with brand awareness being built by the client on Facebook and Instagram as well.

What We Did

• Google Ads Campaign Setup: We developed a multi-layered Google Ads strategy, utilising Performance Max (PMax) and Search Network ads. This allowed us to target both broad and specific search intents, maximising visibility and clicks from users interested in Glastonbury camping options and festival amenities.
• Targeting Key Search Intents: Our campaigns were tailored to specific user needs, such as those searching for festival essentials like showers, toilets, or Glastonbury camping fields. By targeting our ads and ad copy at these concerns directly, we captured users who were most likely to consider premium, hassle-free camping options.
• Strategic Budget Reallocation: Given the campaign’s late start, we remained agile with the budget, reallocating resources as needed to prioritise high-impact periods, such as the lead-up to payday, when potential customers were more likely to purchase.
• Coordinated with Other Channels: While Google Ads was our primary focus, we collaborated with the client’s ongoing social media campaigns on Meta (Facebook and Instagram), ensuring consistent messaging and reinforcing brand awareness.
• Optimised for Maximum Efficiency: We continually monitored and refined our Google Ads strategy, optimising keywords, ad placements, and bidding to ensure Holt Farm’s budget was used effectively, leading to increased conversions as the festival approached.

The Results

• We sold out all 1,500 camping pitches two weeks before Glastonbury Festival, despite the late start.
• With a stonking 16.09 ROAS, we sold £228k worth of Holt Farm tickets off the back of just £14k worth of clicks
• Such were the initial successes of our Ads campaign that the client diverted budget from other channels into it in order to further drive ticket sales.
• The campaign exceeded expectations, with the majority of ticket sales attributed to Google Ads.

Our results can be seen in the tables below:

• Cost Per Conversion: £21.66
• Total Cost: £14,207
• Conversion Value: £228,658
• Return on Ad Spend (ROAS): 16.09

Conversion Rate: 3.44%

About Superb Digital

Superb Digital is an Bristol based SEO agency, we help businesses who manufacture and sell products online grow their revenue through a mix of data-led SEO, PPC, copywriting and digital PR strategies, utilising the most up to date tools and analytical tec...