Paid Search & Social for The Brewery London.

The Brewery stands as one of London’s most iconic and adaptable event venues, renowned for its legacy in hosting large-scale conferences and unforgettable seasonal parties.

Following one of our training sessions, The Brewery team realised their previous agency lacked the strategic depth and dedicated time required to truly elevate performance. Seeking a partner who could not only execute but lead, they chose Boulder to take full ownership of their paid media.

From the outset, we knew a complete reset was the right approach. This wasn’t just about refreshing campaigns — it was about rethinking the relationship between client and agency, aligning goals, and building a strategy from the ground up.

Our focus was clear: implement accurate tracking to measure both lead volume and quality; reduce over-reliance on branded search; drive more leads at a lower cost; increase demand for seasonal events; and unlock new opportunities through paid social. With a renewed foundation and shared ambition, we began reshaping performance from day one.

The starting point was a full-scale rebuild of The Brewery’s Google Ads account. We focused on aligning campaigns with their highest-priority event types, leveraging the venue’s unique strengths, and targeting the ideal customer profiles they wanted to attract.

At the same time, we expanded beyond Google to tap into new channels that could extend our reach. By making full use of the high-quality creative assets produced by The Brewery, we were able to drive greater awareness and increase lead volume across platforms.

Our strategy was grounded in precision and experimentation. We balanced targeted product-specific keywords with broader, more generic terms to capture both high-intent searches and wider interest. New landing page concepts were developed to match these keyword tests, helping to improve relevance and conversion rates.

As we evolved the account, we moved beyond a heavy reliance on branded search. This involved introducing a wider mix of campaign formats, expanding well beyond standard search ads to reach audiences in more dynamic ways.

Crucially, we connected campaign performance with The Brewery’s internal lead quality data. This allowed us to look beyond surface-level cost-per-lead metrics and instead understand the true return on ad spend, based on the actual value of each lead.

We also tested broader keyword strategies on Google and rolled out Advantage+ campaigns on Meta, opening up further opportunities to reach relevant audiences with impact.