Driving Theatre Support & Ticket Sales with Google Ads Grant

Theatre Royal Plymouth is a major cultural venue presenting world-class touring productions, supporting local artists through development programmes, and serving the South West community with accessible theatre experiences.

When we began working with Theatre Royal Plymouth in May 2019, they wanted to enhance their Google Grant performance to reach broader audiences and maximise ticket sales.

Whilst managing the Theatre Royal Plymouth Google Ads Grant, we worked on several key objectives:

• Promote individual productions, including blockbuster shows.
• Increasing theatre membership subscriptions.
• Raising awareness of the theatre, their initiatives, and upcoming shows.

The team worked to understand the diverse audience segments for different productions and developed messaging that resonated with theatre enthusiasts, families, and first-time visitors alike.

In our promotion of the theatre and their range of genres, we captured the magic of live performance while emphasising practical benefits like membership savings and accessibility options.

We collaborated with Theatre Royal Plymouth to launch campaigns that aligned with ticket release dates and current initiatives, resulting in an ongoing schedule of PPC campaigns that effectively utilised the Google Grant funding, while reflecting the excitement and accessibility of live theatre.

Our partnership delivered exceptional improvements in campaign performance. Comparing 2024 to 2018, we achieved remarkable growth.

• Conversions increased by 44.73%
• Click-through rates improved by an outstanding 162.26%
• Conversion rates increased by 164.59%

Our work with the Google Ads Grant successfully drove a huge amount of relevant, high-intent traffic to the Theatre Royal Plymouth website. Boosting local brand awareness and increasing revenue for the theatre charity, allowing them to continue hosting world-class theatre and supporting the thriving arts community in Plymouth and surrounding areas.