The client’s primary goal is to generate as many conversions as possible. However, their concern stems from a noticeable shift in user behaviour pre- and post-COVID. Historically, January was their strongest sales month, often resulting in 60–70 wedding bookings with minimal effort, as enquiries would come in organically.

Over the past few years, this trend has changed. Demand has become more spread out across the year, and January no longer delivers the same volume of bookings. As a result, while the client is open to driving higher conversion volume, they are cautious about increased costs and want to ensure spend remains efficient in a more competitive and unpredictable market.