Introduction
Ireland Skates is a leading provider of ice skating experiences, offering seasonal ice rinks in both Galway and Mullingar. From , Ireland Skates sets up temporary rinks in these locations, with the Galway rink situated next to Leisureland in Salthill, a well-known leisure complex. These ice rinks offer an exciting and enjoyable activity for people of all ages, becoming popular destinations throughout the holiday season. The rinks also provide a special opportunity for schools, offering students a unique and fun way to engage in physical activity and celebrate the festive season.
Task
Ireland Skates approached us to enhance their online presence and drive ticket sales for their ice skating events in Galway and Mullingar. The primary goal was to implement highly targeted Google Ads and Meta Ads campaigns to maximise conversions, attract local families, schools, and other groups, while keeping costs efficient and maintaining visibility against competitors, particularly in Galway where competition was tougher.
Approach
To boost visibility and drive foot traffic, we optimised Ireland Skates’ online presence. We set up and optimised Google My Business accounts for the Galway and Mullingar locations, ensuring easy discoverability for local searches with key details like hours, location, and contact info.
We also ran targeted ads on Meta (Facebook and Instagram) and Google Ads, engaging families, schools, and locals to promote the unique ice skating experience. Our campaigns, combining paid ads and organic social media reach, aimed to increase awareness and bookings, ensuring a steady flow of visitors throughout the holiday season.
Results & impact
The optimisation of Ireland Skates’ Google My Business account resulted in improved local search visibility and a boost in positive reviews. The rink locations saw an increase in reviews, with a total of 55, enhancing the brand’s reputation over the Christmas period.
Google Ads
The Google Ads search campaigns targeted people actively searching for ice skating in Galway and Mullingar, ensuring we captured relevant traffic. These efforts resulted in a cost per conversion of €0.79, with 84,123 impressions and 54,164 clicks. Given the competition in both locations, it was crucial to stay ahead of competing ads, and our strategy successfully maintained our presence in the top search results.
Meta Ads
The Meta campaigns were designed to drive traffic, raise brand awareness, and boost sales. Traffic campaigns increased website visits, while brand awareness ads, including videos, announced the rink’s return. Sales campaigns targeted Galway and Mullingar with special offers like Bank Holiday, Early Bird, Black Friday, and Christmas-themed deals.