Case Study: Woburn boosts conversions with audience-aligned creative from Propellernet

Woburn boosts Performance Max conversions in 6 weeks with Propellernet

Propellernet partnered with Woburn, a zoo, to address the challenge of reaching a wide visitor base during the summer holidays while ensuring its most valuable audience segment, families, received more relevant messaging. Previous campaigns relied on generic creative that delivered reach but lacked clarity on which visual themes genuinely motivated family audiences to act.

Propellernet set up a controlled Performance Max campaign to test two creative routes: one with generic zoo imagery and another with family-focused visuals. The test revealed that while generic creative expanded reach, the family-focused assets significantly boosted engagement and conversions. This demonstrated for Propellernet that aligning creative with audience intent drives stronger, more efficient performance and brings higher-value visitors further down the funnel.

Woburn