Case Study: Synchronized Growth Strategy for Tiny Wedding Co.
Tiny Wedding Co., a boutique micro-wedding service, sought to expand its footprint beyond its home base into three major metropolitan markets: Baltimore, Washington D.C., and Chicago. The challenge lay in establishing immediate brand authority in highly competitive urban wedding markets while maintaining a low Cost Per Acquisition (CPA).
By implementing a synchronized strategy of A/B tested paid advertising and SEO landing page optimization, we achieved a "flywheel effect" that simultaneously boosted engagement and lowered advertising costs.
The Challenge
Expanding into Tier-1 cities like Chicago and continuing established engagement in D.C. requires more than just budget; it requires relevance. Tiny Wedding Co. faced two primary hurdles:
High Competition: Established local planners and venues dominated organic search results.
Ad Friction: Initial ad campaigns saw moderate traffic but suffered from high bounce rates and low Quality Scores, leading to expensive clicks.
The Strategy: A Dual-Track Approach
Agile Ad Creative & A/B Testing
We launched a multi-variate testing phase to identify what resonated with couples in different regions.
Creative Variables: We tested high-energy "city hall chic" imagery against more "intimate garden" aesthetics.
Geo-Specific Copy: We tailored ad copy to reflect local nuances (e.g., "Industrial Chicago Lofts" vs. "Historic D.C. Elegance").
Iterative Refinement: By identifying winning combinations early, we reallocated budget toward high-performing assets, significantly increasing the Click-Through Rate (CTR).
SEO & Landing Page Synergy
To support the paid efforts, we performed a comprehensive overhaul of the destination landing pages.
Ad Relevance & Quality Score: We aligned page headers and metadata with the specific keywords used in the A/B tested ads. This increased Google’s "Ad Relevance" score, which in turn lowered the Cost Per Click (CPC).
Technical SEO: We optimized page load speeds and mobile responsiveness, ensuring that the traffic driven by ads didn't drop off due to technical friction.
Conversion Rate Optimization (CRO): We replaced generic contact forms with localized "Check Availability" widgets, creating a more seamless path from ad-click to lead-capture.
The Results
The integration of paid and organic strategies created a unified funnel that outperformed previous localized benchmarks.
| Metric | Outcome |
| Click-Through Rate (CTR) | Increased by 45% via creative testing. |
| Conversion Rate | Improved by 30% through landing page alignment. |
| Ad Quality Score | Averaged 9/10, reducing the effective CPC. |
| Market Penetration | Successful lead generation across all 3 markets within the first 30 days. |
Photo Credit: Tiny Wedding Co.