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Nightcap Group

Nightcap Group challenged us to transform their plateauing  £6K/month Google Ads account into a high-performance growth engine for their portfolio of 10+ bar brands. 

In just two months, we delivered on their ambitious target CPA and ROAS, then scaled the account’s spend to £22,000 a month. All while exceeding every KPI along the way! 

The Client Brief

Nightcap Group operates 45 late-night venues across brands like Dirty Martini, The Cocktail Club and Tonight Josephine. When they approached Evoluted in May 2024:

  • Monthly ad spend plateaued at £6K with mixed results

  • Multiple accounts suffered suspensions and disapprovals

  • No reliable conversion tracking or revenue visibility

  • Outdated CMS hindered mobile booking flows

Their ambitious goal? Achieve a £16 CPA and 5x ROAS for table bookings, enquiries and event tickets.

Services

Our Approach

Nightcap's Google Ads needed a complete rebuild. Legacy account suspensions, broken tracking, and an outdated booking system were holding them back. We focused on three core things: fix what's broken, measure what matters, and scale what works.

1. Account Recovery & Restructure

  • Resolved legacy suspensions and built two new accounts from scratch

  • Segmented campaigns by brand, intent and location

  • Launched high-intent ad groups for venue searches and ticket sales

2. Conversion Tracking Overhaul

  • Integrated DesignMyNight API for real-time ticket revenue

  • Assigned booking values using Nightcap’s internal AOV data

  • Rolled out enhanced multi-touch attribution reporting

3. Rapid Site Migrations

  • Migrated eight brand sites to a hospitality-focused CMS in weeks

  • Preserved SEO equity and optimised mobile booking flows

  • Ensured seamless tracking across new platforms

4. Precision Geo-Targeting

  • Implemented a 3-tier structure: hyper-local, city-wide and national

  • Tailored messaging and budgets to venue density

  • Captured both local regulars and visiting searchers

The Results

Today, Nightcap Group's Google Ads account is healthy and predictable. They're generating £105k+ in monthly revenue at 6.09x ROAS, with consistent bookings across all 10+ brands. The account now scales cleanly, and they get proportional results, not diminishing returns.

On average:

  • Ad Spend: £17,250/month

  • Revenue: £105,000/month

  • ROAS: 6.09x

  • 51% Increase in bookings per quarter

  • 22% Increase in average ROAS

I employed Evoluted’s PPC and SEO departments while I was Head of Digital at both the Stonegate Group and the Nightcap Group. Both times the team exceeded my expectations and helped me deliver excellent results and return on investment.

sam-hawker-nightcap
Head of Digital, Nightcap
Sam Hawker

Why this worked

  • Problem Solving: We audited the account and conversion tracking, fixed what was broken, and used the new data insights to build upon our success

  • Understanding Their Business: We used our team’s knowledge and experience with the Hospitality industry to our client’s advantage. Through location-specific targeting and seasonal trend tracking, we drove relevant traffic and bookings.

  • Data-Led Scaling: We built real-time dashboards to utilise the accurate and consistent data to enable rapid growth, while maintaining profitable results.

  • Managing Complexity at Scale: Consistent results across 10+ unique brands, each with its own audience and USP.

Do you fancy being our next PPC success story? Contact us today to see how we can transform your Google Ads account from a sinking ship to a performance powerhouse. 

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