Big Belly Comedy Club is one of London’s leading live comedy venues, hosting shows every weekend across multiple locations including Vauxhall, Peckham and Southbank.
With a strong brand and consistent demand for live events, the opportunity was not simply to drive more traffic, but to increase ticket revenue efficiency through Google Ads.
Historically, campaigns were generating volume, but lacked the structure and optimisation required to maximise return. There was an over-reliance on reach, with less focus on traffic quality, conversion efficiency and revenue performance.
Climb & Conquer were brought in to refine the account, improve targeting and ensure that every pound spent was delivering stronger commercial return.
Climb & Conquer implemented a structured Google Ads optimisation programme focused on efficiency, intent and profitability.
Account Restructure & Targeting
We reworked campaign structure to better align with user intent, ensuring ads were reaching users actively looking for comedy events, tickets and nights out in London.
This included:
- Refining keyword targeting to prioritise high-intent searches
- Improving audience signals to focus on users more likely to convert
- Reducing wasted spend across low-quality traffic
Creative & Messaging Improvements
Ad copy and messaging were optimised to better reflect Big Belly’s unique proposition:
- Premium live comedy experience
- Recognisable comedians from major TV shows
- Strong venue positioning across key London locations
This led to stronger engagement and a clear uplift in click-through rate.
Conversion & Efficiency Optimisation
Ongoing optimisation focused heavily on improving conversion performance and return:
- Bid strategy refinement to maximise conversion value
- Continuous performance monitoring and adjustment
- Budget allocation towards highest-performing campaigns and audiences
The objective was clear: generate more revenue, at a lower cost from better quality traffic.
The impact of the optimisation programme has been significant, particularly when comparing year-on-year performance.
Year-on-Year
- +230% increase in revenue
- +96% increase in ROAS
- +217% increase in conversions
- -47% reduction in cost per conversion
Despite a slight reduction in impressions (-12.8%), performance improved across all key commercial metrics.
The campaigns are no longer driven by reach alone. They are now delivering higher quality traffic, stronger engagement and significantly better return on spend.
CTR increased from 7.92% to 12.97%, while clicks also increased significantly, demonstrating improved ad relevance and targeting.
