Lancrigg Hotel is a historic country house in Grasmere set in its own gardens, woodland and meadows, with mountain views. It’s a secluded wedding venue that is nonetheless just a short distance from the popular Lake District village.
Though previously a hotel, over the last year Lancrigg has pivoted to operate primarily as an exclusive-use wedding venue, focusing on intimate, house party-style weddings rather than traditional year-round hotel stays. Couples typically take over the whole estate for multi-day celebrations, using the refurbished Lakeland barn for ceremonies and receptions, and the lawns and terraces for drinks, photos and outdoor dining.
Learn more about Lancrigg and their upcoming Open Day on the 21st of February 2026.
Setup and Management of PPC Campaigns
Initially, in November 2024, I helped Lancrigg set up a wedding-targeted PPC campaign that they could manage in-house. Whilst the campaign performed reasonably well, in June 2025 they approached me again to take over full management of the digital ads. In doing so, their primary aim was to ensure they were maximising their budget by attracting leads from the right audience.
Reaching the Right Audience
Starting in June, I niched the Google Ads wedding campaign to “exclusive use” country house weddings. This involved updating keywords, ad text and images as well as removing defunct messaging such as that relevant to elopements. I also added helpful ad extensions such as callouts, sitelinks to key pages, and contact numbers. Such callouts make it easier for users to take actions and find the information they want.
This work helped to focus the ads and ensure the budget was being spent in the right places. Lancrigg was no longer targeting anyone who was looking at weddings. Instead, they were becoming more visible to those potential clients who were looking for a specific type of service and venue.
To ensure we understood the effectiveness of these changes, and of the ads in general, I made sure that tracking was set up to capture data accurately. As the venue wanted to shift focus from phone calls to email enquiries, this involved implementing form submission tracking. By encouraging more contact form submissions and tracking the success rates, the venue was better able to manage their time and sales processes.
Refinements and Budget-Saving Actions
After the initial improvements to the existing ads, I started making refinements to the campaigns, ads and assets. Between June and October I undertook several rounds of keyword reviews that involved performance analysis, pausing non-converting phrases, and adding exact-match terms around intimate weddings, micro weddings and wedding barns.
It was also important to ensure the ads didn’t display for irrelevant searches, so during this period I added over 250 negative keywords. Before this, part of the budget was being wasted because ads were showing for generic hotel, spa and pool searches as well as searches for other venues. Money was being spent on users who were unlikely to convert, so getting rid of such phrases allowed Lancrigg’s funds to be redirected towards more lucrative leads.
Audience targeting has also been tightened to further utilise the budget. Conversion-based customer lists were used to reach couples who prefer a wedding with understated elegance.
Results
Despite narrowing the audience that the ads are shown to, the period between June and October saw a 43% increase in impressions compared to the previous period. Both ad clicks and conversions increased by nearly 40%.
With a limited budget, cost is especially important in this campaign, so the owners were also very happy to see that cost per conversion dropped by over 12%. This is a great example of how a low-budget campaign can still be a high-performing campaign.
Testimonial
“We’ve had our busiest period ever for couples booking in for tours, and the vast majority have come from the website, so thanks for everything you’re doing!” Alison Drury, Lancrigg Hotel
Google Ads Support
For support with your ads campaigns – either new or existing – get in touch to find out more about my Pay Per Click services.