55% lower cost-per-purchase and 40% more ROAS — in two months.

How a multi-platform targeting and creative overhaul transformed their paid media performance across Meta, Google Ads, and LinkedIn.

Client Bath Rugby

Industry Professional Sport

Platforms Meta · Google Ads · LinkedIn

Timeline 2 months

The Challenge

Spending on fans who were already buying.

Situation

Bath Rugby were running paid campaigns across Meta, Google Ads, and LinkedIn to drive ticket sales, memberships, and commercial opportunities. The campaigns were active but not performing at the level the spend deserved. Targeting and creative both needed attention across all three platforms.

Problem

On Meta, a significant portion of budget was being directed at season ticket holders and existing members — people who were already buying. The ads weren't finding net-new audiences. On top of that, creative variety was limited, and reporting wasn't giving the team the fast, clear insights needed to optimise quickly.

Stakes

For a professional rugby club, paid media drives real revenue — match-day ticket sales, memberships, and commercial partnerships. Inefficient targeting meant wasted budget on audiences with no incremental value, while slow reporting slowed the ability to respond to trends and opportunities in-season.

The Approach

Find new fans. Make every platform work harder.

A platform-by-platform audit and overhaul — improving targeting precision on Meta, ROAS on Google, and ad engagement on LinkedIn, while rebuilding the reporting infrastructure so both the club and the agency could act on data faster.

Excluded season ticket holders and existing members from Meta targeting to focus budget exclusively on net-new audiences
Improved advertising copy across all three platforms to sharpen messaging and drive stronger conversion intent
Introduced a higher volume and variety of creative to reduce ad fatigue and improve platform learning
Rebuilt reporting dashboards for real-time access, enabling faster trend identification and in-campaign optimisation

2 months

Time to Results

The Results

Three platforms. All moving in the right direction.

Within two months of restructuring targeting, creative, and reporting, Bath Rugby saw improvements across every platform:

Metric	Platform	Improvement
Cost-Per-Purchase	Meta Ads	-55%
Return on Ad Spend (ROAS)	Google Ads	+40%
Click-Through Rate (CTR)	LinkedIn Ads	+60%

Key Takeaways

1 Audience exclusions are as powerful as inclusions — removing season ticket holders and members from Meta targeting cut cost-per-purchase by 55% because every impression was reaching someone who hadn't bought yet
2 Multi-platform campaigns need platform-specific strategy — the same targeting logic doesn't apply across Meta, Google, and LinkedIn; each platform requires its own approach to audience, creative, and bid strategy
3 Creative variety reduces ad fatigue and improves platform machine learning — introducing more creative options gave the algorithms more to test and improved engagement across all three channels
4 Better reporting accelerates results — real-time dashboards meant the team could spot trends and respond faster, compressing the optimisation cycle that would otherwise take weeks

It has been a real pleasure working with Munns Marketing. They have exceptional attention to detail, consistently bring forward creative ideas, and are always looking for ways to improve performance. Their dedication and proactive approach have delivered fantastic results for our campaigns. Highly recommended.

Rachael Risdale

Head of Campaigns, Bath Rugby