Showbizz Danmark
Organic traffic more than tripled — and 30 enquiries a month at under DKK 100 each. SEO and Google Ads for Denmark's largest booking agency since June 2023.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
Organic traffic more than tripled — and 30 enquiries a month at under 100 kroner
Showbizz Danmark is Denmark’s largest booking agency, founded in 1956. They arrange over 4,000 events a year from a catalogue of more than 2,000 artists, with booking agents based in offices across the country. acend has managed SEO and Google Ads since June 2023.
9.748
monthly organic visitors
225%+
increase in organic traffic
30
enquiries per month through Google Ads
<100 kr
per enquiry
- From 2,989 to 9,748 monthly organic visitors — an increase of over 225%.
- 30 enquiries a month through Google Ads at under 100 kroner each.
- Over three years of partnership — and traffic is at its highest level ever.
- A modernised digital presence that matches their position as the country's largest booking agency.
The goal has been achieved: Showbizz Danmark is now visible in the searches that matter to a booking agent — and receives qualified enquiries that can be followed up locally.
The problem
Denmark’s largest catalogue — but without the digital presence to match
A new CCO joined with the ambition to give marketing a stronger role in the organisation and modernise the business. The first step was organic visibility — ensuring that an agency with Denmark’s largest artist catalogue would also be the one people find when they search.
A traditional business with a low digital profile
Showbizz has been around since 1956, building a business on relationships, industry knowledge and experienced booking agents. Digital had never received the same attention.
A catalogue without clear priorities
With over 2,000 artists across all genres and formats, every artist name, every type of event and every combination becomes a search of its own. Thousands of potential entry points, but without clear priorities, it was impossible to know where to focus efforts.
Enquiries — not direct sales
The business is built around booking agents who close the deals. So the goal was never to generate sales directly on the site, but to deliver as many qualified enquiries as possible to the people following up.
The solution
SEO and Google Ads, each covering its own part of the market
Showbizz has one of the most complex catalogues to make visible. The solution has been to tailor content to purchase intent — and let Google Ads capture the searches that organic search does not reach.
SEO: turning the catalogue into a strength
We have worked to make the extensive catalogue work for the business. When someone searches for a specific artist, their purchase intent is unusually high — they have already decided what they want and just need to find out how to book it. Alongside artist names are earlier-stage searches, where the organiser knows the occasion but not the artist. Two very different visitors, each met with their own type of content.
Google Ads: precision over budget
The advertising budget is deliberately low. The task is not to buy volume, but to capture the enquiries that organic search does not already reach. The focus is narrowly on searches with clear booking intent, and the landing pages are set up to make it easy to send an enquiry to the right booking agent. That precision keeps the cost below DKK 100 per enquiry.
A digital presence that matches the brand
The result is a threefold increase in organic traffic — and because that traffic comes from people planning an event, it is traffic the booking agents can put to use. The modernised digital presence now also reflects the company’s position as Denmark’s largest booking agency.
The partnership
Regular reporting and ongoing strategic input
Regular reporting and ongoing strategic input
Including discussions about seasonal trends, which matter greatly in an industry where events are planned months in advance.
All operations in one place
acend handles day-to-day management. SEO and Google Ads are managed and optimised together in one place, so the two channels cover different parts of the market rather than bidding for the same thing.
No long-term commitments
The partnership has to make sense month after month — and has done so for over three years.
Team acend
The team behind this case study
Valdemar Greve
Consultant
valdemar@acend.dk
Frederik Krøl Larsen
CCO & Partner
frederik@acend.dk
Get a free analysis
Tell us what you would like analysed, and we will get back to you with your analysis.
Run analysis
Select one or more
Other case studies
A selection of brands we have helped grow through tailored initiatives from strategy to execution.
