Using paid media to grow three different revenue streams
Urban Alley Brewery did not have one digital conversion. It had several. The business needed to generate function enquiries, attract businesses interested in customised beer cans and sell beer online. Each audience had different intent and required a different path to conversion.
Urban Alley Brewery
functions · custom cans · online beer sales
Google Ads · Meta Ads · Ecommerce · Lead Generation
Paid Ads · Website + Landing
Work delivered by SK as part of his contract with Holmes Digital.
The challenge
Combining these objectives into one generic campaign would make it difficult to understand what was actually driving commercial value.
The strategy therefore needed to treat each revenue stream independently while still operating within one broader paid media framework.
The approach
Google and Meta campaigns were structured around the different customer journeys. High-intent searches were directed towards relevant function, product or custom can experiences.
Meta supported awareness, demand generation and remarketing across the different offerings.
The result
functions · custom cans · online beer sales
Paid media contributed to increases across function enquiries, custom can enquiries and online beer sales.
The result was a broader digital acquisition strategy that supported multiple parts of the brewery’s business rather than focusing on a single conversion.
Work delivered by SK as part of his contract with Holmes Digital.
Growth System layers involved
2 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
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