Mile High Mixologists

Mile High Mixologists is a premier cocktail catering company in Denver, and the work speaks for itself in person. Online it was losing money in a way that is easy to miss: the ad account was spending, the site was live, and neither was pointed at the same thing.

The ad account was the clearest symptom. 71 keywords covering three genuinely different services, bar catering, cocktail classes, and event staffing, were crammed into a single campaign. Someone searching for a cocktail class and someone booking a bartender for 150 guests were being sent to the same page and sold the same way.

The instinct with an underperforming ad account is to rewrite the ads. That treats the symptom. The three services attract different people at different budgets with different urgency, so they needed to be three conversations, not one.

Splitting the account meant the site had to split with it. There is no point sending a class enquiry to a page built to sell catering, so the rebuild and the ad restructure had to happen together rather than in sequence.

A site rebuilt from scratch with dedicated landing pages per service, the ad account broken into focused ad groups with copy written for each, e-commerce so classes could be booked and paid for directly, local SEO, and analytics configured so bookings could be traced back to the service that produced them.

Ad click-through went from 5.3% to 8.1%, a 54% lift, and search visibility more than doubled at +112% month over month. Google Business profile views rose 47%.

The number that pays the bills moved too: clients booked up 22% month over month.

The timing is worth noting. This happened through January, the seasonal floor for event bookings in Denver. The account gained ground in its worst month of the year, which left it positioned going into spring when search volume returns.

Nothing here was clever. The traffic was already there and it was being sent to the wrong place. Matching the page to the question the searcher actually asked is most of what changed.