Case Study: Modernizing a Team Events Provider’s Digital Presence for Growth

A Berlin-based company offering "gameshow-style team experiences" partnered with TrackFunnels for a 2-month engagement.
The goal: modernize the website, strengthen SEO, optimize Google Ads campaigns, and establish a robust tracking foundation.
The result was a high-performing digital presence that delivered over 200% more tracked bookings, a CPC reduction of 18%, and organic traffic growth of 11% — all within the short engagement period.

The Challenge on multiple fronts – Website design, Tracking & Google Ads.

The project need arose from the company’s heavy reliance on Google Ads as its primary acquisition channel. The founder recognized the critical role of optimized landing pages in not only driving conversions but also improving relevance for targeted keywords — a key factor for Google Ads Quality Score.

Our discovery phase revealed challenges across several fronts:

Google Ads Dependency: The business relied heavily on Google Ads, but campaign effectiveness was limited by outdated landing pages, weaker Quality Scores, and untapped A/B testing potential.

Design Revamp: The website carried an outdated design that no longer reflected the energy of their live gameshow-style events. This negatively impacted both conversions and brand perception.

SEO Potential Untapped: While there was some traction in search, key optimizations such as structured metadata, clean sitemaps, and backlinking were missing.

Tracking Gaps: GA4 and GTM were not properly set up, conversions weren’t being measured effectively, and GDPR compliance was absent.

Client’s Tech Stack

Our holistic approach  

Website Redesign

Our redesign went beyond refreshing visuals. We built a cohesive brand identity that reflected the fun, high-energy nature of the company’s gameshow-style events while ensuring a modern and conversion-ready layout.

Key improvements included:

  • Trust Signals: TripAdvisor badges and Google reviews to reassure visitors.
  • Engagement: A stronger layout using images and videos to bring the experience to life. A lot of attention was paid to editing videos (we used Canva for edits) to bring the life and energy into the browsing experience of the user
  • Conversions: Clearer CTAs and structured sections for easier navigation.
  • Strategic Content: Keyword research informed both ad-aligned landing pages and SEO content, with special attention to nuances in German keywords.
  • Brand Impact: The new site now reflects the company’s true pulse — fun, modern, and trustworthy — strengthening both perception and performance.

TrackFunnels has been a fantastic resource for ConversionLab. We have been using them to troubleshoot tracking, implement GA4 and GTM setups, and handle Q&A for our e-commerce clients on Shopify. Their team is friendly, responsive, and truly knowledgeable. It’s a huge relief to have a reliable, go-to provider for any analytics issue that comes up.

Finge Holden
Founder & Conversion Rockstar, ConversionLab

SEO Improvements

  • Keyword research and content optimization.
  • Meta tags, 404 pages, and sitemap setup.
  • Google Search Console integration and backlinking.

Google Ads Optimization

  • Account audit and restructuring.
  • Landing page alignment with ad campaigns.
  • Introduced A/B testing.
  • Improved Quality Scores, reduced CPC.
  • Negative Keywords leverage

Tracking & Analytics

  • Full GA4 and GTM setup.
  • Conversion tracking in Google Ads.
  • Pixel firing via GTM.
  • Clear reporting dashboards.

MarTech & Compliance

  • Evaluated tools: WordPress vs Wix; Regiondo vs Wix for booking.
  • Implemented Cookiebot for GDPR compliance.

Remarkable results in just 2 months across all fronts

Conversions: The booking grew by over 3x during the engagement, with better tracking revealing additional leads from calls and forms.

Google Ads Efficiency: Average CPC dropped by more than 18%, while CTR held steady, proving campaigns scaled without sacrificing relevance.

Organic Traffic: Improved by over 20% following SEO implementation, with gains showing from September onward.

Need Help with Data Tracking & Attrubution?

TrackFunnels is an expert Data Tracking consulting.

If you’ve trouble tracking events for your B2B or eCommerce business whether in GA4 or any other analytics platform OR if you are facing attribution issues like UTM not properly passing through, schedule a free call with our founder.

Book a free consultation →

Strategic Wins

  • Stronger landing pages and overall brand identity improved ad Quality Scores, conversions and user experience
  • Structured A/B testing unlocked campaign learnings.
  • SEO foundation ensured sustainable growth beyond the engagement.
  • Clear tracking gave visibility into which campaigns truly drove results.
  • With weaknesses addressed, the client gained confidence to invest more aggressively in promotions.

Reflections: Going beyond the scope to deliver outstanding results

Working directly with the founder proved invaluable. With quick feedback loops and business-wide insights, TrackFunnels was able to go beyond “assigned tasks” and suggest changes that directly influenced conversions and sales.

The key strength leveraged: a holistic MarTech perspective. By aligning design, SEO, tracking, ads, and compliance into one strategy, the engagement transformed a dated digital presence into a scalable growth engine.

Do you currently face tracking challenges? Book a free consultation →

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