Leisure · Museum · Sep–Oct 2024 · in 1 month
Museo de la Imaginación
Ads for a museum in Spain that actually sell tickets: analytics from scratch, Meta and Google Ads
- €4.6in sales per €1 of Google ads over 2 weeks
- €6.3per €1 in the second week
- 15ticket sales a week instead of 1
- €0.05cost per click in Google Ads
Starting point
- 0reports on sales from ads
- 1Google smart campaign with no tracking
- 2sections on the museum website
- ?how many sales ads bring
September 2024. The previous ads specialist had left. The ads “seemed to bring sales”, but there were no reports and the analytics were set up wrongly — there was no way to check.
Challenge
Museo de la Imaginación is an interactive museum of optical illusions in Málaga, Spain: photo zones, upside-down rooms, illusions for kids and adults. Tickets are sold online. The goal: build advertising that sells tickets — and see how many sales it really brings.
Obstacles
- No analytics: a Google smart campaign ran “on its own”, sales were not tracked
- Small budgets — €5–15 a day per campaign
- A one-or-two-section website did not convey the museum’s atmosphere: people picked tickets and left
What I did
- 01
Analytics from scratch
Set up the Meta pixel, Google conversions and web analytics with session recordings — to see every visitor’s path from the ad to the ticket purchase.
- 02
Meta: from interests to broad
Launched campaigns for museum and art lovers with dynamic creatives, then moved them to a broad audience once the pixel had learned. In parallel — follower campaigns and Reels promotion. 25 website purchases in a month by pixel data.
- 03
Google: Performance Max
Built a Performance Max campaign across all Google formats. In a month — 3.8k clicks at €0.05; 22 orders from Google by analytics.
- 04
Found where the funnel leaks
Analytics showed the main drop-off: between choosing a ticket and paying. From Meta, 608 visits reached ticket selection — and only 8 orders followed. The problem was the website, not the ads. I proposed and built a new museum website.
Results
| Metric | 1–6 October 2024 | 7–13 October 2024 |
|---|---|---|
| Google Ads spend | €32.12 | €58.49 |
| Ticket sales | 1 | 15 |
| Sales value | €50 | €370 |
| Sales per €1 of ads | €1.6 | €6.3 |
In the first two weeks of October Google Ads brought 16 sales worth €420 on €90.61 spent — €4.6 for every euro invested.
Report screenshots
Screenshots from ad accounts and reports, click to enlarge. Interface labels are translated from Russian for readability — numbers are unchanged. The original is one click away.
How it works now
- Analytics shows every step: ad → ticket selection → payment
- The museum website was rebuilt to convey the atmosphere and lead to purchase
- Budget is allocated by sales, not by likes and follows
Sources: Meta Ads and Google Ads accounts, web analytics and the report sheet — screenshots above. The Meta pixel and analytics count purchases differently (25 vs 8), so the headline numbers come from Google and the sales sheet.
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