Brickyard on Main: 2.2× the conversion rate
Two wedding venues in Marion, Ohio moved their Google Ads traffic to one new landing page whose only job is booking a tour. Its first month converted 1.9% of ad clicks. We used Microsoft Clarity to find where visitors dropped off, changed the page and the form, and the rate rose to 4.1%.
- Client
- Brickyard on Main
- Industry
- Wedding venue
- Year
- 2026
- What we did
- 2.2×Landing-page conversion rate, 1.9% to 4.1% of ad clicks
- −54%Cost per form lead, $138 to $64
- $1.5kMonthly ad spend, unchanged
Source: Google Ads, Brickyard on Main, landing-page form submissions per ad click, Jun 2026 vs Jul–Sep 2026
The challenge
Brickyard on Main and its sister venue Urban501 host weddings in Marion, Ohio, about 45 minutes north of Columbus. A peak Saturday there costs about a third of what a Columbus loft venue charges for the room alone. Couples who toured tended to book, so the job was getting more of them to the tour.
At the end of May 2026 the venues moved all their Google Ads traffic from their general websites to one new landing page. In June, its first full month, it converted only 1.9% of ad clicks into form leads.
What we did
- Built one page with one job. Working from the venues’ strategy brief, we built a single landing page for both venues whose only goal is a booked tour. It shows the price difference up front, puts reviews and the number of weddings hosted near the top, and offers a short two-step form (“Is your date still open?”) plus click-to-call.
- Gave it its own tracking. The page went live with its own form-submission conversion, so Google Ads could see and bid on real tour requests.
- Watched real visits. After the first month we went through Microsoft Clarity recordings and heatmaps to see where visitors hesitated, scrolled past or left.
- Changed the page and the form. We reworked the layout and the form where Clarity showed people dropping off, and kept the ads pointing at the updated page.
The result
Over July–September 2026 the page converted 4.1% of ad clicks, up from 1.9% in June. That’s 24 form leads a month instead of 11, at $64 each instead of $138, with ad spend steady at about $1,500 a month.
Google Ads, June–September 2026, by week: conversions (red) and cost (green). The last point is a partial week.
The fixes brought the new page level with the venue’s old website, which converted 3.9% of ad clicks in July–September 2025, not past it. Total leads are lower than in 2025: a similar budget now buys about half as many clicks, so a year ago there were more visitors to convert.
Related reading: Landing pages & CRO · Landing page audit: a 9-point teardown · Why your landing page beats more ad spend