The situation: 2-3 leads per month and no data to show for it
When Maarten, Location Director at De Eenhoorn, first got in touch, he was direct about the problem. Google Ads campaigns had been paused during the pandemic and never switched back on. Internal marketing knowledge had left with staff changes. And the market had moved fast while De Eenhoorn stood still.
The problem? De Eenhoorn received just 2-3 quote requests per month. Meeting rooms sitting empty while competitors filled theirs. And zero tracking in place to understand what was happening online.
No data means no decisions. Or worse: decisions based on gut feeling, which is a polite way of saying guesswork.
Client Details
CLIENT NAME
De Eenhoorn
INDUSTRY
Hospitality / Meeting Rooms
SERVICES
Google Ads · Tracking & Analytics · Reporting
TIMELINE
2022 – present
The approach: foundation before a single euro in ads
Before touching Google Ads, we built the measurement infrastructure. That is non-negotiable at Coby. You would not build a house on sand, and you do not run campaigns on broken tracking.
Phase 1: Build the data foundation
We implemented the full tracking and analytics stack:
- Google Tag Manager across all website actions
- GA4 for visitor behaviour
- Microsoft Clarity for UX analysis
- UTM tracking on every lead source
Every quote request automatically captured its source and fed directly into OneMeeting’s reservation system. For the first time, the sales team had real visibility into what was actually driving leads.
We built custom Looker Studio dashboards showing the complete journey: website visit, quote request, reservation status, booking value. Revenue-level reporting, not just clicks.
Phase 2: Rebuild Google Ads from scratch
With clean data in place, we relaunched Google Ads with a proper structure:
- Separate campaigns for meetings, training, and conferences
- Tightly themed ad groups aligned with search intent
- Conversion-optimised landing pages per campaign type
- Continuous optimisation based on actual conversion data
Phase 3: Prove it, then scale it
OneMeeting Group was so happy with De Eenhoorn’s results, that we rolled out the identical system across five additional venues: La Vie, The Green, Nieuwe Buitensociëteit, Planetarium, and Hartig.
Same methodology, but customised per venue. This led to consistent results and showed a replicable system.
1,500%
ROAS
4-5x
QUOTES PER WEEK
20%
REVENUE GROWTH
The results: from empty rooms to a full pipeline
Lead generation transformed completely. From 2-3 quote requests per month to 4-5 per week. That is a 10x increase in pipeline, without proportionally increasing ad spend.
Website traffic grew from near zero to 1,000+ visitors per month. Cost per lead stabilised at €30, which against the average value of a corporate meeting booking makes the economics very clear.
65% of all bookings now originate from paid advertising. Across all six OneMeeting venues, paid search accounts for 75% of total bookings, and converts at a higher rate than any other channel.
The reason is not complicated: search captures people at the exact moment they are looking for a meeting venue. High intent, low friction, ready to book.
What made the difference
You finally know what works. No dashboards full of clicks and impressions that mean nothing. You see exactly which campaign leads to which booking, and what that booking is worth.
You talk to the person doing the work. No account manager passing on your questions. Direct lines, fast turnaround. Working together feels like talking to a colleague, not an agency.
Your approach scales with you. What worked for one venue, is now working for all six. Based on the same foundation, with similar results. No starting from scratch with every expansion.
❝
I wasn’t looking for a large agency, but a specialist with whom you can communicate directly. The speed of response is something that I and other venues really value highly; it almost feels like you’re working with a colleague.
Over half of our enquiry forms now come from advertising. That makes a serious impact!
— Maarten | Location Director, De Eenhoorn