Building on ongoing work with our client Mersey Ferries, we ran paid activity for the 2026 Evening Cruises events across May and June.
The focus was to drive bookings by capturing active search demand through Google Ads, while building awareness and reaching new audiences through creative-led Meta campaigns.
We launched an integrated Meta and Google Ads campaign, with each platform supporting a different stage of the booking journey.
Google focused on reaching people already searching for Mersey Ferries, Evening Cruises and relevant local leisure experiences. This helped maintain strong visibility in search results, with the campaign appearing at the top of the first page 88% of the time.
Across Meta, we ran purchase-focused campaigns on Facebook and Instagram, using a mix of core Evening Cruise creative and specific event messaging. Multiple creative variations were tested to identify the images and themes that generated the strongest booking activity.
This approach allowed us to capture high-intent demand through Google while using Meta to build visibility, engage new audiences and drive further purchases.
Compared with the same period last year, the Evening Cruises campaign delivered a 162% uplift in purchases across Meta and Google, generating more than 1,000 purchases in total.
Google was a key driver of high-intent booking activity, delivering a 212% uplift in purchases, alongside a 123% increase in clicks and a 229% improvement in click-through rate. The campaign generated 680 purchases, 9,480 clicks and more than 32,000 impressions.
Meta supported this performance with a 99% uplift in purchases and a 107% increase in impressions. Across Facebook and Instagram, the campaign generated 336 purchases, more than 638,000 impressions and over 7,800 link clicks.
By combining high-intent Google activity with creative-led Meta advertising, our campaign helped Mersey Ferries significantly increase Evening Cruise bookings, strengthen visibility across the Liverpool City Region and present clear learnings for future activity.
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