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Growing paid traffic with Pay Per Click

Millennium Point is an iconic Birmingham landmark in the heart of Eastside in Birmingham City Centre.

Millennium Point is a charity group that hosts a multitude of events in different rooms across their large venue. They invite people to hot desk, rent business rooms, use meeting rooms, push charity events and are partnered with BCU to offer scholarships.

We were briefed to help grow the client’s website traffic across their brand searches, scholarships, venue hire and much more. Even after just a few months of running their PPC accounts we have already had great success in such a short amount of time.

2019 – Present



15.20% increase in online conversions month on month.

The paid ad outcome for Millennium Point

Working alongside Millennium Point ensuring their ads are performing, driving traffic and resulting in conversion.


increase in Click Through Rates as a result of ad restructuring


increase in online conversions month on month

What we did

With a complete account restructure we did the following:

Keywords / Search terms / Negative keyword optimisation

Keywords are what drive users to your ads. Making sure that you are using the right keywords is quite literally key.  Relevant, high to low volume keywords are what drives good traffic to ads. With Millennium Point we made sure that each campaign, and each ad group had the right keywords, using broad, phrase and exact match types targeting brand related search terms as well as other services. From running the ads, we ensured the CPC was within budget and competitive alongside filtering out any irrelevant search terms to narrow the campaign down to specifics which helps increase the CTR across the campaign.

Ad group & Ad optimisation

For Millennium Point we looked at new ad text, extensions and landing pages. Ensuring ad text is optimised across each campaign is crucial. After all this is what attracts the user clicking onto the add, it doesn’t matter how much you spend on your highest bid, if the text isn’t encouraging then you’re losing out on potential online conversions. Across the client’s campaigns we made sure each ad was optimised with eye-catching, persuading headlines and descriptions with optimised landing pages and URL structure. We made sure the ad extensions were relevant to the ads with calls to action and related topics. 


Another important part of PPC optimisation is geotargeting. Millennium Point wanted to attract users in and around the West Midlands. Location plays a big part in Impression share / Impressions on ads and CTR.

Conversion optimisation

An important part of Google Advertisements is Conversion Rate Optimisation (CRO). The main use of Google Advertisements is to increase the growth of traffic to generate more conversions. For Millennium Point we ensured that the tracking code was embedded across their site to collect data and track for conversion across all ads.

Maintaining budgets

The budget of your ad campaign is a factor that drives your traffic. We made sure that Millennium Point’s ad performance was receiving the best out of their budget.

Partner with us to grow your digital revenue and visibilty.

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105.21% increase in online conversions year on year.

Resulting in a considerable uplift in revenue generated as a result in increased conversion rates.