What they needed
The brief
What we did
The solution
Xanthos developed and executed a targeted Google Ads strategy designed specifically to increase bridal appointment bookings for the Hitchin boutique. The campaign focused on reaching brides actively searching online for designer wedding gowns, fittings, and boutique experiences in Hertfordshire and surrounding areas. By leveraging advanced audience targeting, location-based bidding, and carefully selected high-intent keywords, the campaign ensured Morgan Davies Bridal’s ads were displayed to the right users at precisely the right time in their wedding planning journey.
To maximise visibility and return on ad spend, Xanthos restructured the account into tightly focused ad groups, improved ad relevance through refined keyword alignment, and implemented tailored ad copy highlighting Morgan Davies Bridal’s luxury service, exclusive designers, and one-to-one appointments. Regular A/B testing and ongoing performance monitoring allowed continuous optimisation, ensuring the campaign evolved with search trends and seasonal demand.
Alongside paid advertising, we refined tracking and reporting to ensure complete transparency and actionable insight into campaign performance. This data-driven approach provided Morgan Davies Bridal with a clear understanding of which keywords, audiences, and ad creatives were delivering the strongest results — empowering informed decisions and sustainable growth in bridal bookings.
Google Ads campaign optimisation
We refined the ad targeting for local searches, focusing on the Hitchin area and key personas interested in more affordable dress options. By reallocating the budget and improving ad relevance, we successfully reduced wasted spend and attracted more qualified leads.
SEO strategy
To increase organic visibility, we implemented an SEO strategy that included on-page optimisation, local SEO efforts, and enhanced content marketing. This resulted in a significant boost in average search position, driving more organic traffic and enquiries.
Meta Ads integration
We introduced Meta Ads (Facebook and Instagram) to engage a broader audience and promote events effectively. This helped drive additional traffic and increase brand awareness, particularly targeting younger brides and those seeking inspiration on social media.
Tracking and reporting
We set up comprehensive tracking across all channels, allowing us to monitor the impact of our efforts in real time. This included tracking appointments, website enquiries, phone calls, and contact form submissions, providing Morgan Davies Bridal with actionable insights and clear performance metrics.
Another client success story
The result
The new paid advertising and local marketing strategy produced outstanding results for Morgan Davies Bridal, significantly improving visibility and conversions for the Hitchin boutique. By refining audience targeting, enhancing keyword relevance, and optimising ad creative, Xanthos helped drive a consistent stream of high-intent visitors — brides actively searching for luxury wedding dresses and designer boutiques in Hertfordshire — directly to the appointment booking pages.
Our Google Ads campaign not only met but exceeded expectations, delivering a steady increase in both engagement and confirmed bookings for bridal appointments. The improvements to targeting, keyword management, and local campaign performance ensured that ad spend generated genuine enquiries from brides within the boutique’s ideal service areas. As a result, Morgan Davies Bridal experienced stronger online visibility, more qualified traffic, and a clear return on investment from digital marketing, reaffirming its position as one of Hertfordshire’s leading luxury bridal boutiques.
