The Crawfords Photography Case Study
From Zero to Booked: The Crawfords’ Google Ads Journey
- Client/Company Name: The Crawfords Photography
- Campaign Duration: August 2025 – Present
- Campaign Objective: Promote adventure elopement photography, engagement photography, and photo/video packages to couples searching for location-based wedding experiences.
Initial Campaign Setup
- Campaign Launch Date: August 2025
- Budget Allocation: Approximately $65.70/day across two primary search campaigns
- Ad Groups Created: Location-focused and general search ad groups
- Ads Created: Responsive search ads
- Keywords Added: High-intent keywords related to elopement photography, engagement photography, national park elopements, mountain elopements, Washington locations, and adventure wedding packages
Starting with a clean account was actually an advantage. Without any prior campaign history to sift through, we were able to build a structure designed around how the Crawfords’ ideal clients actually search.
We created two primary campaigns to capture different layers of search intent:
- PNW Locations Campaign
- Nationwide General Search Campaign
The PNW Locations Campaign targeted couples searching for Washington-based photographers, Pacific Northwest elopement locations, national park elopement packages, and destination engagement photography. The Nationwide General Search Campaign went broader, capturing couples searching for adventure elopement photographers, photo/video packages, and intimate wedding photography services across the country.
Separating these two audiences gave us cleaner data and sharper control over performance. More importantly, it helped them show up in front of couples who weren’t just browsing Pinterest for inspiration; they were actively searching for the kind of experience The Crawfords Photography is built to deliver.
What We Achieved
A Brand-New Traffic Source
A Better Targeting Strategy
The key to making this campaign work was understanding that adventurous couples don’t all search the same way. Some already know they want to elope in Washington or Olympic National Park. Others are still searching broadly for an adventure photographer or a photo/video package that feels different from a traditional wedding. We built the campaign to meet both.
The PNW Locations Campaign generated 1,857 clicks from 13,251 impressions, while the Nationwide General Search Campaign generated 3,123 clicks from 26,875 impressions. Together, they gave The Crawfords Photography both local relevance and national reach, without cannibalizing each other’s performance..
Increased Click-Through Rate (CTR)
The campaigns produced a 12.41% overall click-through rate, which speaks directly to how well the ad messaging aligned with what couples were searching for. When someone searches for an Olympic National Park elopement photographer and your ad actually speaks to that experience, they click.
The PNW campaign stood out here, earning a 14.01% CTR. Location-specific messaging clearly resonated with couples who had a place in mind and were ready to find their photographer. The nationwide campaign held strong too, producing an 11.62% CTR while driving the highest overall click volume in the account.
Enhanced Conversion Metrics
Strong Returns on a Smart Budget
How We Refined the Strategy
Starting with a brand-new account meant every data point counted. We monitored clicks, impressions, CTR, average CPC, and conversions to identify which keyword themes were gaining traction — and where to push harder.
The messaging was just as intentional as the targeting. Instead of generic wedding photography language, the ads spoke directly to what The Crawfords’ couples were already searching for — adventure elopements, national parks, mountain settings, Washington locations. Their audience isn’t looking for just any photographer. They’re looking for a photographer who can capture a once-in-a-lifetime experience. And the copy made sure they knew they’d found the right one.
Overcoming Conversion Challenges
Starting from scratch meant every data point counted. With no prior campaign history, there were no benchmarks to fall back on, which meant building a clear picture of performance required attention from day one.
We needed to know which searches were driving traffic, which campaign themes were creating meaningful engagement, and which actions were turning into real lead opportunities for the client. Every click, keyword, and conversion became part of building that story. By tracking conversion activity consistently throughout the campaign, we were able to move past surface-level metrics and develop a real understanding of how paid search was contributing to the Crawfords’ lead generation — and where to focus next.
Measuring What Mattered
Rather than measuring success by clicks alone, we tracked how users engaged after landing on the website, giving us a fuller picture of how the campaigns were performing across every stage of the funnel.
That approach helped us identify which campaign areas were creating the strongest lead opportunities, where there was room to refine, and how paid search overall was contributing to their visibility and growth. During the reporting period, the campaigns generated 73 conversions — data that gave the client a concrete, measurable view of what Google Ads was actually doing for their business.
Budget Allocation
- Initial Budget Allocation: The campaigns ran on a combined daily budget of approximately $65.70/day, split between the PNW Locations Campaign and the Nationwide General Search Campaign.
- Budget Adjustments: Total ad spend during the reporting period was $13,587.58. One campaign ran into budget limitations, signaling that there's additional opportunity on the table if the client chooses to scale spend.
The Results Speak for Themselves
Before Succeeding Small, The Crawfords had zero paid search presence. From August 2025 through March 2026, we built that from scratch — generating 40,126 impressions, 4,980 clicks, and 73 conversions.
The strategy worked because it was built around how adventurous couples actually search. The ads met them at the right moment, with the right message, and helped The Crawfords show up as the answer.
A 12.41% CTR, $2.73 average CPC, and consistent conversions on a modest budget. That’s what happens when Google Ads is built around the right intent — and the right client.
AUGUST 2024 – AUGUST 2025
- 0 clicks
- 0 impressions
- 0 conversions
- $0 ad spend
JANUARY
- 40,126 impressions
- 4,980 clicks
- 12.41% CTR
- $2.73 average CPC
- 73 conversions
- $13,587.58 total ad spend
Ready to Go From Zero to Booked?