SEO Tips and Tactics for Events Venues
11/03/2025
{10-11} Carlton House Terrace
Home of the British Academy, {10-11} is one of London’s most prestigious private hire venues. Comprising of two Grade I listed Regency townhouses overlooking St James’s Park, it’s highly favoured by UK corporate event planners, international organisers and private clients for a diverse range of event formats.
Services provided
Industry
Market
The Results
A £31 cost per enquiry. A new channel built in 90 days
Within three months of launching Google Ads for the first time, {10-11} Carlton House Terrace had a new, reliable source of qualified enquiries. 42 directly attributed contact form submissions at a cost per conversion almost 40% below initial targets, and a click-through rate more than double the industry average.
Transforming engagement and results
6.57%
Click-through rate (vs 3-5% industry average)
£31
Cost per contact form submission
11.4%
Share of total enquiries from Google Ads (June – August 2025)
42
Directly attributed enquiry form submissions (June – August 2025)
90
Days from launch to established enquiry channel
Zero
Cannibalisation of organic traffic or rankings
“I was initially sceptical about introducing PPC, but Patch’s considered approach and the results have won me over. Their ability to combine expertise and insight with a genuinely collaborative approach has made them a valued partner. Regular meetings, open knowledge-sharing and the ability to have frank conversations with both professionalism and humour make for a strong working relationship. The results speak for themselves, with search now playing an increasingly important role in our enquiry mix.”
The Brief
Building on strong foundations without disrupting what was working
In 2025, {10-11} Carlton House Terrace came to us with a considered, clear ambition. We’d already been working with the venue for several years across SEO, PR and paid social, steadily building organic visibility and a consistent pipeline of inbound enquiries. Search rankings were improving, driving increased traffic and enquiry volumes were tracking ahead year-on-year.
The venue had never run PPC advertising. That represented both an untapped opportunity and a significant risk if approached carelessly. The brief was precise: introduce Google Ads as an additional enquiry channel, without disrupting the organic performance already in place and with clear accountability for return on investment from day one.
This meant building a paid strategy that complemented the keyword territory already owned organically and ensuring that every pound of ad spend could be tracked directly back to a real enquiry.
The Concept
A precision PPC launch, built on an established multi-channel programme
Because we’d already managed the venue’s SEO and organic search presence, we had an unusually clear picture of which search terms were converting, which audience segments were most valuable, and which parts of the funnel had room to grow. We used this intelligence to build a Google Ads campaign targeting high-intent queries at the crucial decision stage, when event planners were actively evaluating venue options, rather than broad awareness terms that would inflate costs without driving qualified enquiries.
Our ad copy reflected the venue’s positioning: prestigious, distinctive and suited to high-profile occasions. We ensured landing page alignment made the journey from click to enquiry as frictionless as possible. We precisely configured conversion tracking so every form submission could be attributed to the channel with confidence.
Throughout the 90-day campaign period, we monitored performance continuously, refining bids, expanding or removing keyword and adjusting audience targeting as real-world data came in. The result was a CTR of 6.56% against an industry benchmark of 2–3%, and a cost per enquiry of just £31.
Google Ads (PPC)
High-intent search campaigns targeting corporate and private event planners
SEO
Ongoing organic visibility and keyword strategy, providing the foundation for paid targeting
Paid Social
LinkedIn and social advertising to build awareness among senior event buyers
PR
Supporting editorial coverage to build credibility alongside performance marketing
Conversion Tracking
Precise attribution of contact form submissions to individual campaigns and keywords
Multi-Channel Strategy
Integrated approach ensuring paid and organic channels reinforced rather than competed
The Next Stage
A proven channel, now part of the long-term programme
The success of the Google Ads launch has confirmed PPC as a permanent fixture in {10-11} Carlton House Terrace’s marketing mix. Having demonstrated clear, measurable return on investment from the outset, paid advertising now sits alongside SEO, PR and paid social as an integrated part of an ongoing multi-channel programme managed by Patch.
The next phase focuses on further refining audience segmentation, expanding into additional campaign types to capture demand across more of the funnel and continuing to identify opportunities to grow enquiry volumes without compromising the efficiency that has defined the campaign to date.
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