How we built a paid media system in Berlin that captured visitor intent during the planning phase — and converted it into confirmed ticket purchases.
The Wall Museum is a cultural institution in Berlin dedicated to the history of the Berlin Wall and the divided city. It attracts visitors from across the world who travel to Berlin to engage with its history — a well-defined audience with clear intent, arriving in one of Europe's most competitive cultural destination markets.
The challenge: high tourist intent existed in Google Search every day. People were planning Berlin visits, searching for historical sites and things to do. But the museum had no paid media system to appear in those searches — leaving ticket sales entirely dependent on physical proximity and third-party listing sites.
Museum tourism is intent-first: visitors decide to travel to Berlin and then search for what to do. That window — between "planning to visit" and "booking a ticket" — is exactly where paid search performs best. But the museum was invisible in those searches, while competitors with digital acquisition budgets appeared at the top of every relevant result.
The goal was clear: install proper tracking, build Search campaigns that capture tourist intent at the planning stage, and use Meta to reach visitors before they even start searching — creating a full-funnel acquisition system tied directly to ticket purchases.
Conversion tracking was installed and connected to the ticketing flow before any campaign was built — so that ticket purchases were directly attributed to specific keywords and campaigns. This made it possible to optimise for real purchases, not just clicks or website sessions.
Search campaigns were built around the specific queries tourists make when planning a Berlin visit: historical sites, Berlin Wall experiences, museums near key neighbourhoods, and brand searches for the museum itself. Each intent cluster received its own ad group with messaging matched to what that search signalled.
Meta campaigns targeted people who had searched for Berlin travel or were interested in history and culture — reaching visitors before they arrived and before they started searching. Campaign budgets were structured to match Berlin's seasonal tourism patterns, spending more during peak periods and maintaining efficiency year-round.
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