Comedy Dining Case Study

Comedy Dining are not a startup and they are not new to selling tickets. They already had a recognised brand, loyal customers, and proven demand for their shows across England and Wales. What they needed was more consistency and efficiency from their online marketing, especially when it came to being found by people actively searching for their events.

This case study shows what happened when we focused on getting the basics right first.

Strong SEO foundations to improve visibility for key events, followed by a more disciplined Google Ads strategy aimed at people ready to book, not just browse.

There are no shortcuts here. Just practical decisions, steady optimisation, and a clear focus on attracting the right audience while keeping costs under control. If you want a realistic example of how SEO and Google Ads can work together for a growing business, this is it.

Background

Comedy Dining are a nationwide entertainment company offering a unique mix of fine dining and live comedy shows across England and Wales. Best known for their Fawlty Towers dining experiences and touring pantomimes such as Dick Whittington, they’ve built a strong reputation for providing fun, memorable evenings and great customer experiences.

The Challenge

We began working on Comedy Dining’s SEO in February 2025. Following initial success with SEO, we started working on their Google Ads in August 2025,
For SEO, our client was keen to see an improvement in keyword rankings for key events.
With Google Ads, our main goal was to build a search campaign that focused on high-intent users – people actively looking for comedy dining experiences – whilst reducing overall costs.

Implementation

SEO
In the first month, we worked through technical issues to improve site health, building a fundamental foundation for organic growth. We worked closely with the client to build an in-depth keyword targeting strategy to inform our long term on-page optimisation plan. This ensured we were targeting high intent keywords with large search volumes, resulting in high quality traffic.

Google Ads
We rebuilt their search campaign from scratch using detailed keyword research. We found that the cost-per-clicks in their niche were low, offering a strong opportunity to improve return on ad spend.

We focused on tighter keyword targeting, added negative keywords to cut out irrelevant traffic, and switched to a Maximise Conversions bidding strategy. This made sure their ads were shown to the most relevant users.

Results

SEO

Significant improvement to key SEO metrics:

• Organic clicks saw a 64% increase year on year, rising from 2.87k in December 2024 to 4.72k in December 2025.
• Organic impressions saw a 37% increase year on year, rising from 62.2k in December 2024 to 85.5k December 2025.
• Position 1 on Google for ‘Fawlty Towers dining experience’, with an average monthly search volume of 4,400.
• Position 1 on Google for Fawlty Towers dining experience near me’

Google Ads
The changes made to the campaign delivered a major improvement. Conversion rates increased and wasted spend dropped. The account now runs efficiently, driving consistent, high-quality leads at a low cost.

Key wins:

• Number of conversions grew from 6 in July 2025 to 51 in January 2025.
• Cost per conversion dropped from £40 in July 2025 to £4.25 in January 2025

These results have supported Comedy Dining’s goal of selling out shows and boosting brand awareness nationwide.

We continue to work with the team to maintain growth and refine campaigns for even better results.