To tackle this challenge, we focused on a balanced approach between upper & lower funnel Google search strategies. By analysing search terms, we identified high-intent users and targeted them with relevant keywords. Our ads targeted searches like ‘Hen Party Ideas Scotland’ to engage inspirational seekers and encouraged inquiries about our planning services. Additionally, we targeted 'ready to buy' prospects with long-tail intent keywords like ‘Hen Party Accommodation in Edinburgh,’ boosting our visibility ahead of competitors by adopting a target CPA bidding strategy.