A seasonal campaign built around the dinosaur exhibition.
Centre for Life needed its marketing to follow the school-holiday calendar. Mira coordinated PPC, paid social and SEO around the spring dinosaur exhibition and Easter. In April 2026, Meta-reported ROAS was 32.31, compared with 8.41 in April 2025; the April report recorded Google organic clicks 144.5% higher year on year.
32.31×
Meta ROAS · April 2026; 8.41× in April 2025
+144.5%
Organic clicks · April report · year on year
+819.1%
Google Ads conversion value · April 2026 vs April 2025
Where it hurt
Centre for Life is a Newcastle science centre and family attraction. School holidays and exhibitions shape demand, so the marketing programme needed to account for those changes through the year.
The spring dinosaur exhibition and Easter were a shared focus for PPC, paid social and SEO. Campaigns and website content addressed families looking for a day out.
What we saw
Families were searching for things to do during the holidays. The exhibition gave the campaigns a clear focus, while event and ticketing pages gave visitors the information they needed to plan a visit.
What we did, and why
- 1
Plan for seasonal demand
We reviewed the school-holiday and event calendar alongside performance to decide when campaigns needed more support.
- 2
Prepare the campaign and pages
The dinosaur exhibition connected paid social creative, search campaigns and event content, with the ticketing journey as the destination.
- 3
Review each channel
We tested paid social creative, refined paid search activity and reviewed the local and event searches bringing people to the website.
What changed
The April 2026 report records Meta return on ad spend of 32.31, compared with 8.41 in April 2025. Paid social spend increased 39% year on year. These are platform-attributed results.
The animated dinosaur promotion was a focus of the paid social campaign. The team tested event creative alongside it and used performance to guide subsequent messages.
The September 2026 account pull records Google Ads conversion value 819.1% higher in April 2026 than in April 2025, with spend 58% higher. This covers the paid account reporting in pounds sterling and excludes the separate Google Ad Grants account.
The April report records 27,070 Google organic clicks, 144.5% more than April 2025, with impressions up 113.4%. These figures use the report's original Search Console comparison. The dinosaur exhibition, family activities and ticketing content all featured in the search work.
Meta
- April 2026 result
- ROAS 32.31
- Comparison with April 2025
- ROAS 8.41; spend +39%
Google Ads paid account
- April 2026 result
- Conversion value +819.1%
- Comparison with April 2025
- Spend +58%
Google organic search (April report)
- April 2026 result
- Clicks +144.5%
- Comparison with April 2025
- Impressions +113.4%
| Channel | April 2026 result | Comparison with April 2025 |
|---|---|---|
| Meta | ROAS 32.31 | ROAS 8.41; spend +39% |
| Google Ads paid account | Conversion value +819.1% | Spend +58% |
| Google organic search (April report) | Clicks +144.5% | Impressions +113.4% |
The Paid Social work.
For brands like yours
The case shows how one event can organise the work across paid campaigns and search content. The exhibition and Easter demand formed the context for the April results; the figures do not isolate the contribution of each marketing change.
“Great agency to work with. The team is responsive, proactive and always quick to react to campaign performance. We find our monthly review calls particularly useful, providing clear insights and recommendations. Having SEO, PPC, and paid social support all under one roof works really well for us, and it's clear the team collaborates closely across channels. We've seen some impressive results since they took over our account. For example, paid social revenue increased by 144% in 2025 compared with 2024. A knowledgeable and supportive team that genuinely feels like an extension of our own marketing department.”
Nathan Wadwell
Digital Marketing Manager, Centre for Life
Book a 20-minute call.
Tell us which part of this looks like your business, and what's different.