Double Knot Pictures is a US-based wedding photography and videography company with a unique business model. Instead of operating as a single local photographer, they built a network of vetted, experienced photographers available across multiple US cities. This innovative approach created exciting opportunities — but also presented challenges around how to position the business so that it resonated with couples searching for their perfect wedding photographer.

The Challenge

As a brand-new venture, Double Knot had not yet validated product-market fit. Unlike traditional wedding photographers who present themselves as local providers, Double Knot needed to build trust and appeal while positioning themselves as a network.

Early campaigns drove relevant traffic, but visitors weren't converting at a strong enough rate. Landing pages lacked clarity, the messaging didn't fully connect with the target audience, and inquiries remained too low to prove the model profitable. The challenge was clear: refine the positioning, optimise the site, and create a campaign strategy capable of generating quality leads consistently.

The Solution

We took a structured, data-driven approach:

• Keyword & Campaign Strategy – We researched high-intent keywords at both city and national level, recognising that couples often search for photographers outside of the area where the wedding will take place. Campaigns were built to target both local and geographically broader searches, with a focus on avoiding wasted spend and maximising high-converting traffic.
• Landing Page Optimisation – Working closely with the client, we restructured pages to better highlight proof elements and social validation. Inquiry forms were simplified, unnecessary content was removed, and language was refined to resonate with engaged couples.-
• Conversion Tracking & Analytics – We implemented advanced tracking for multiple conversion actions, assigning values based on intent (e.g., inquiry submission vs. holding a wedding date). We also set up offline conversion tracking, feeding closed revenue data back into Google Ads. This allowed the algorithm to learn which clicks drove actual revenue — not just leads — and optimise accordingly.
• Iterative Optimisation – By analysing heatmaps, visitor recordings, and drop-off points, we continuously refined ad copy, targeting, and landing page elements to steadily improve performance.

The Results

Within just 3 months, performance transformed:

• Cost per lead dropped from $121 to $55
• Monthly leads increased from 14 to 48

A reliable, profitable sales pipeline was established, with a consistent flow of new wedding inquiries each week.

With the system validated, Double Knot Pictures is now planning to scale ad spend confidently, knowing their campaigns are not only profitable but set up to optimise toward revenue growth long term.