JWMarriott×VisionAgency
We took over corporate event and wedding enquiries for a global hotel brand's Istanbul property and turned them into one qualified lead flow: 1,180 enquiries in twelve months at €1.95 each.
About the brand
The Istanbul property of JW Marriott sells rooms, but through its ballroom and meeting spaces it also serves the corporate event and wedding market. Demand for those lines reached the hotel mostly by phone and through agency contacts, with no steady digital flow.
The ad account had no separate campaign structure for events; the entire budget sat in a single brand awareness campaign. Because the forms never asked for a date, a guest count or an event type, the sales team had to start every call from zero and response times kept stretching.
Why they chose us
The hotel wanted pre-qualified demand its sales team could put straight into the calendar: which date, how many guests, what kind of event. It asked Vision Agency for an ad structure that collected this at the form stage and kept cost under control, plus regular refreshes of the venue creative.
- Every enquiry would arrive with a date and a guest count.
- Corporate and wedding enquiries would be collected in separate flows.
- Cost per lead would stay below the €2.23 mark.
The challenges we faced
The difficulty was not finding traffic; it was making the incoming enquiries usable for the sales team and running two business lines without mixing them.
Enquiries Were Not Qualified
In the first months the forms collected only a name and a phone number. The sales team called about three times to learn the date and guest count, and part of the demand disappeared along the way.
Two Business Lines, One Campaign
Corporate meeting enquiries competed with wedding enquiries inside the same campaign. Because Meta shifted budget towards the cheaper result, wedding forms got ahead of the corporate side and the meeting segment produced almost no data.
Conversion Tracking Was Missing
Forms opened inside Meta and nothing after that was measured. Since nobody knew which creative produced the enquiries that turned into contracts, budget was distributed on form volume alone; cheap but weak sources absorbed most of the spend.
Creatives Wore Out Fast
Venue photography was limited and the same three visuals ran for months. Click-through rate started falling after the sixth week and cost per click rose on the same budget. Without a regular shoot plan the cycle repeated itself.
4-phase structure
We built the campaign in four stages: a structure that qualifies the enquiry, creative and audience testing, scaling the winners, and finally feeding the sales result back into the ads.
Qualifying at the Form
We opened two separate campaigns, one for corporate events and one for weddings. Every form asked for the event date, the estimated guest count and a budget range, so the first call started with those answers.
Creative and Audience Testing
In each segment we tested three creative families in parallel: room set-up, the event itself and menu detail. On the audience side, corporate job titles and wedding planning interests were measured separately.
Scaling the Winners
We moved budget to the sets holding cost per lead below €2.23 and retargeted people who opened the form without finishing it. Creatives were refreshed every six weeks; click-through rate stayed in the same band all year.
We Fed the Sales Result Back Into the Ads
The sales team recorded the outcome of every enquiry in a single list: contacted, quoted, signed. Each month we matched that list against the campaign and creative breakdown. From then on budget followed the segment that produced signed events rather than the one that produced the most forms, and weak sources were switched off.
What we achieved together
Twelve months produced 4.2 million impressions, 58,800 clicks and 1,180 qualified event enquiries. Total ad spend came to €2,046, cost per click was €0.039 and cost per lead €1.95. The split between corporate and wedding enquiries came out roughly even.
Total Leads
1,053
12 months
Impressions
3.7M
Cost per Click
€0.039
Total Clicks
52,470
Cost per Lead
€1.95
below target
Ad Spend
€2,046
12 months
The Advertising Side
- Campaigns ran without interruption in two segments for twelve months.
- Click-through rate held at 1.4% across the year.
- Ad spend reached €2,046 and the monthly budget stayed flat.
- Retargeting delivered roughly one fifth of the total enquiries.
What We Learned
- Asking for the date in the form shortens sales response time.
- Separating corporate and wedding segments stops budget from drifting.
- A six-week creative refresh keeps click-through rate stable.
- The number to measure is qualified leads, not raw form volume.
What matters to a hotel is not how many forms arrive, but how many enquiries reach the sales team with a date and a guest count.