online promotion
Balloon Event Decoration – USA
Market:
Boston, MA, USA
October 2021 – February 2024
Period:
Event Styling with Balloons
Industry:
The combined search and display approach boosted brand awareness and conversions while optimizing ad spend effectively.
Borsan Construction Company
Read the case study
with relevant search targeting
CTR 19%
CPM $0.11
CPC $0.17
for 47M+ display impressions
with high relevance
- Drive bookings from high-intent customers (last-minute or near-term events)
- Increase call volume from search ads
- Stay top of mind for warm audiences via remarketing
- Stay competitive in a seasonal, high-demand niche (birthdays, baby showers, graduations, holidays)
Search Campaigns
We focused on hyper-targeted, high-conversion search queries like:
Tactics included:
Call-Only Campaigns
Optimized for mobile-first behavior:
Remarketing & Display Ads (GDN)
We focused on hyper-targeted, high-conversion search queries like:
- “balloon decoration near me”
- “birthday balloon arch Boston”
- “urgent balloon delivery”
Tactics included:
- Call extensions and time-specific ad scheduling (evenings & weekends — peak search hours)
- Location targeting within Boston metro area
Call-Only Campaigns
Optimized for mobile-first behavior:
- Users could call directly from the ad with one tap
- Designed to reduce friction and maximize direct leads
- Remarketing for those who clicked but didn’t convert
Remarketing & Display Ads (GDN)
- Colorful, emotionally engaging banners showing real past events
- Seasonal creatives: Thanksgiving, Halloween, Christmas, graduations
- Visual storytelling to re-engage warm leads who visited but didn’t book
Emotional appeal in creatives – focused on “wow moments” and family celebrations
Website audit with optimization suggestions for faster bookings
Flexible retargeting flows:
Micro-segmentation of ad groups:
Each event type had a custom message and keyword set (weddings, kids’ parties, corporate events)
Customer feedback loop:
We listened to incoming calls, analyzed FAQs and refined messaging and keyword targeting accordingly
Website audit with optimization suggestions for faster bookings
Flexible retargeting flows:
- Visitors who didn’t convert
- Past clients with upcoming seasonal triggers
- Visitors by event type (baby shower, birthday, etc.)
Micro-segmentation of ad groups:
Each event type had a custom message and keyword set (weddings, kids’ parties, corporate events)
Customer feedback loop:
We listened to incoming calls, analyzed FAQs and refined messaging and keyword targeting accordingly
Search Ads – The Primary Driver of Sales
Remarketing – Powerful Retention & ROI
Demand Generation – Brand Awareness Funnel
Balanced budget allocation allowed us to cover both short-term demand and long-term growth.
Hot search traffic brought instant sales, while remarketing ensured high retention at a low cost.
Conclusion
Despite fierce competition in the U.S. event space, we achieved strong, measurable returns across all campaign types:
This case proves that even in niche, seasonal markets, the right mix of emotional creative, technical precision, and smart segmentation leads to tangible business growth.
- Over 12,000 qualified clicks
- CTR: 3.87%
- Avg. CPC: $3.37
- Over 1,300 direct orders via website and call tracking
Remarketing – Powerful Retention & ROI
- 554 additional conversions from warm audiences
- Cost per conversion: $7.27
- ROI on remarketing nearly 10x higher than initial cold traffic
Demand Generation – Brand Awareness Funnel
- “Ignition” strategy for cold users unfamiliar with the category
- Over 500 qualified visits from display and YouTube
- 149 new customer bookings from first-time engagements
Balanced budget allocation allowed us to cover both short-term demand and long-term growth.
Hot search traffic brought instant sales, while remarketing ensured high retention at a low cost.
Conclusion
Despite fierce competition in the U.S. event space, we achieved strong, measurable returns across all campaign types:
- Efficient lead generation through search
- Remarketing campaigns that outperformed expectations
- Effective reach and awareness-building for new audiences
This case proves that even in niche, seasonal markets, the right mix of emotional creative, technical precision, and smart segmentation leads to tangible business growth.
Project Objectives
Strategy
Unique Tactics & Insights
Results
04
03
02
01
Have questions?
Leave your contact info and our team will get in touch with you.