Results
Impressions: 98,500 with a Search Impression Share of 18%
Clicks: 30,600 clicks with a 31.08% click-through rate (vs. the 4.68% industry average)
New Website Visitors: 25,300 users
The campaign successfully increased national visibility and drove qualified traffic to the Maine Lobster Festival website, outperforming industry averages and helping the Festival reach new potential attendees.
Boosting National Awareness for the Maine Lobster Festival with Google Ads
The Maine Lobster Festival is a five-day celebration of Maine’s iconic lobster industry in Rockland, Maine. The Festival wanted to increase attendance and reach new audiences across the country through digital advertising.
Key Takeaway
By combining targeted keyword strategies with compelling ad creative, the Maine Lobster Festival achieved significant awareness, website traffic, and engagement—all while staying within a modest ad budget. Strategic digital campaigns can amplify local events to a national audience effectively.
The Challenge
The Festival needed to attract more visitors beyond its local audience, raise national awareness, and drive meaningful traffic to its website—all while maintaining cost-effective ad spend.
Our Approach
Dual Keyword Strategy: Targeted both branded and non-branded search terms. Branded keywords captured high-intent festival-goers, while non-branded keywords reached audiences exploring summer events in Maine.
Optimized Google Ads: Developed compelling ad copy that highlighted the Festival’s unique offerings and created strong calls-to-action.
Campaign Duration & Budget: Ran a 7-month campaign with a total spend of $2,000, ensuring consistent visibility without overspending.