Nimax Theatres own, and are responsible for, a number of key London West End shows. Heard of gems like Everybody’s Talking About Jamie and The Play That Goes Wrong? Nimax play a huge part in bringing them to the masses

Their goal was to achieve low CPA targets for the majority of their West End shows (in an extremely competitive search arena) with ticket sales as the conversion metric.

Polishing the performance

Delivering the right message to the right people requires strategy, so we got stuck in. We immediately restructured the account from the bottom up to provide better control and flexibility – allowing campaign management for each specific show, rather than blanket targeting for a number of shows at the same time. 

Each show now has its own strategy, audience data and campaign set up, tailored to that specific show and its target audience.

Narrow keyword targeting (where we can ‘own’ search results) was key, along with overlaying audience learnings.

Ad copy played a huge part in campaign success, too. It pushed the benefits of purchasing tickets direct from Nimax Theatres, as well as differentiating in ways other than price, where competitors would try to undercut Nimax via their own advertising.

Results worthy of a standing ovation

We have consistently generated CPAs below target:

  • Everybody’s Talking About Jamie is achieving a £3.08 CPA with a much higher target of £8.30
  • The Play That Goes Wrong is also performing well, at a £6.95 CPA with a target of £9.90.

(All data from January 1 to June 30, 2019.)

This positive performance has been repeated across many of their other shows, including:

  • Oscar Wilde’s Lady Windermere’s Fan – £6.24 vs. £7.70 target
  • Young Frankenstein – £10.24 vs. £11.50 target
  • Oscar Wilde’s An Ideal Husband – £5.40 vs. £7.70 target
  • True West – £6.83 vs. £7.70 target


(All data from January 1 to December 31, 2018.)

We started with just three shows from Nimax Theatres. Since then, we’ve been entrusted with 15, thanks to the excellent performance achieved. Encore!