Book a Call
Book a Call

Citadel Theatre

Citadel Theatre is a leading professional regional theatre in Edmonton, presenting diverse live performances, classic and contemporary plays year round.

Snapshot of case study

569% increase in CTR

DataDrivenMarketing
DV360
PerformanceMedia

The Challenge

The Citadel Theatre wanted to improve the efficiency of its paid media campaigns across Google and Meta. While campaigns were active, rising acquisition costs were limiting scalability and overall performance.
 The objective for this phase was clear: reduce costs and improve conversion efficiency, while continuing to drive meaningful volume through paid channels.

Purpose Solution

Our role focused exclusively on paid media execution and optimization, working with creatives provided by The Citadel Theatre team.

We took a performance-first approach centered on:

  • Rebuilding and refining Google Search campaigns to prioritize high-intent keywords and smarter bidding strategies

  • Optimizing Meta campaigns to improve audience targeting and conversion efficiency

  • Continuously analyzing performance data to shift budgets toward the highest-performing segments

  • Improving campaign structure and delivery to ensure every impression worked harder

By focusing purely on media efficiency and execution, we aimed to extract maximum value from existing creatives and budgets.

Results

The optimizations delivered a clear and sustained improvement in performance across platforms.

  • Google Ads average CPC dropped by over 65%

  • Meta cost per conversion reduced by nearly 80%

  • Overall campaign efficiency improved month-over-month, enabling scale without increased spend

This project demonstrated how strong paid media fundamentals  targeting, structure, and optimization can significantly improve results even without changes to creative.
 For The Citadel Theatre, smarter execution turned paid media into a far more efficient growth engine.