Homebuilding & Renovating Show (PPC) Project Overview

To drive registrations and build brand awareness for the Homebuilding & Renovating Show at SEC Glasgow, we launched a multi-layered digital strategy combining Performance Max (PMax) and PPC campaigns.

We faced several key challenges:

• Limited budget across platforms, requiring strategic prioritisation.
• Need to reach both local and national audiences with tailored messaging.
• Capturing attention in a competitive landscape where similar events were actively advertising.
• Driving urgency and late-stage conversions in the final weeks before the show.

Our solution had to be cost-effective, scalable, and capable of adapting to shifting audience signals and platform algorithms.

We deployed three distinct PMax campaigns and refined our PPC approach to align with audience intent:

• Main PMax Campaign: Targeted users within a 100-mile radius of SEC Glasgow to generate awareness and leads.
• Competitor PMax Campaign: Reached users engaging with competitor ads, allowing us to intercept and redirect interest.
• PMax Awareness Campaign: Built national visibility across the UK, priming audiences for future shows.

Simultaneously, we streamlined our PPC campaigns from 10 to 5 high-performing ones, focusing on:

• Brand keywords (e.g., show name)
• Industry-related terms (e.g., home shows, exhibitions)
• Topical interest (e.g., homebuilding and renovating)

This dual approach allowed us to nurture early interest while capturing high-intent traffic closer to the event.