290% INCREASE IN BOOKING RATE
Pronovias is one of the largest global bridal fashion houses, with over a century of heritage. Founded in Barcelona, Spain in 1922, the brand pioneered prêt‑à ‑porter wedding gowns in the 1960s and has since grown into one of the most recognised names in bridalwear worldwide; known for its craftsmanship, innovative design and dedication to making brides feel beautiful on their wedding day. When GA Agency partnered with Pronovias Group to manage their digital marketing across Organic & Paid Media, the brand was facing a shifting market: a drop in brand search demand and rising competition from low-cost alternatives. By restructuring campaigns and building a coordinated localised cross-channel strategy across multiple markets, we turned the tide. The results: conversion rates soared by 290%, overall efficiencies increased and organic sessions grew by 27%.
Increase in Conversion Rate
Growth in Organic Sessions
The Challenge
Increase Efficiencies through Paid Media
Pronovias’ core business relies on in-store appointments, but by the time we began working with them, acquiring these bookings had become expensive and unreliable. In key markets, we saw an inflated Cost Per Appointment (CPA), draining ad spend without delivering the necessary volume.
Future-Proofing Campaign Structures
Google Ads account lacked the structure needed to drive meaningful results in an ever-changing digital landscape. The account was organised around broad funnel stages rather than tailored user intent. On Meta and Instagram, the opposite problem existed: campaigns were overly granular, meaning they struggled to adapt to a more modern marketing approach which relies on clear data.
Declining Brand Visibility
Since we began our collaboration, the organic search landscape has faced intense market pressures. Overall branded search interest for Pronovias decreased by 33% over this period, while low-cost competitors strongly gained ground. With wedding dresses remaining Pronovias’ core priority, it was critical to defend and grow organic visibility precisely where it mattered most.
Our Approach
Intent-Led Paid Search Structure
We began by simplifying the account structure entirely and rebuilt it for intent. By launching Performance Max campaigns in Spain and the US, we leveraged Google’s AI to scale efficiency. Meanwhile, we reorganised search campaigns purely around keyword intent themes, distancing from the limiting single match type approach to reflect ever-changing bridal trends and search terms. From there, we ran a continuous optimisation cycle to exclude irrelevant traffic: A/B testing ad copy, landing pages, bidding strategies and identifying the highest-performing combinations across each market.
Tailored Social Testing
We streamlined the Meta account around conversion, creating a clear separation between brand awareness and direct response activity. Applying our Test & Learn methodology, we started with high-intent audiences and progressively refined based on performance data before scaling with Advantage+ audiences. Creative assets and messaging were optimised throughout to stay closely aligned with the appointment-booking goal.
Overall SEM Efficiency
Recognising that paid and organic performance are deeply interconnected, we built a feedback loop between the two channels. Insights from paid search queries dictated our SEO content strategy, such as leaning into trending topics and local store visibility to combat the drop in branded demand. To avoid cannibalisation between paid and organic, we used A/B testing to ensure each channel complemented the other and drove measureable, incremental gains.
Results
290
%
increase in Conversion Rate
Since restructuring the paid accounts, moving from audience-first to conversion-first thinking, generated higher-quality appointments, the conversion rate has grown by 290%.
27
%
Growth in Organic Sessions
While our deepest SEO interventions were in Spain and the US, the cascading effect of our cross-channel strategy lifted the entire global footprint. Across all seven active markets, organic sessions grew by 27%, proving that a unified, conversion-first architecture scales seamlessly.
Keyword visibility growth in the US and Spain
Even as baseline branded search demand fell by 33% across the industry, our intent-led SEO strategy successfully expanded Pronovias’ organic footprint in both markets. In Spain, keywords grew by 16% year-on-year. In the US, growth has been significantly stronger, increasing 76% over the same period, a key gain in a strategically-important market.
A cleaner account, built to scale
Simplified campaign structures across Google and Meta mean the team can now monitor performance, run tests and scale activity with confidence: replacing a fragmented setup with a clear, growth-ready foundation that strengthens with every market added.
Stronger cross-channel synergy
Coordinating Paid & Organic Media under a shared strategic framework has delivered more than the sum of its parts. Consistent messaging across channels has improved engagement at every touchpoint, cross-channel insights have fed directly into campaign refinements and the feedback loop between paid and organic has created a platform for continuous improvement not just in the markets that live today, but as Pronovias continues to expand.
