Watch the story
How Later Story went from zero to booked out.
The founder walks through the playbook, the numbers, and what actually worked.
$15K MRR to $25K in 60 days, on a Meta + Google funnel.
The founder walks through the playbook, the numbers, and what actually worked.
Later Story is a Melbourne-based wedding videography studio with beautiful work but an inconsistent lead pipeline — some weeks 1 or 2 enquiries, some weeks zero. To grow from $15K to $25K MRR, we needed a paid funnel that could turn Melbourne's engaged-couple market into a predictable monthly booking flow. Meta Ads for demand generation, Google Ads for the couples who were already searching.
The product (the videography) wasn't the problem. The funnel was. Here's how we rebuilt it.
Later Story — Melbourne wedding videography studio, founded by Tong. Strong portfolio, warm word-of-mouth referrals, a website that converted when traffic arrived. Problem: not enough traffic.
Fewer than 5 leads per week. Revenue sat at $15K MRR with no pipeline visibility — bookings came in waves, then dried up. No paid channel was running; every lead was organic or referral.
A two-channel paid funnel: Meta Ads for engaged couples and newlyweds (demand generation), Google Ads for anyone searching "Melbourne wedding videographer" (demand capture). A package-offer landing page to convert both.
We ran five audiences in parallel — Broad, Wedding, Wedding Photography, Wedding Videography, Recently Engaged — against a set of creatives featuring Later Story's real ceremony footage. The WEDDING and BROAD sets did most of the heavy lifting at $54–$55 CPL.
We pulled from Later Story's actual portfolio — confetti exits, first looks, church ceremonies — and paired each creative with a tight offer headline: "Premium Melbourne Videography Services", "All Inclusive Melbourne Videography Services", "NOW TAKING WEDDING BOOKINGS FOR 2023 – 2024". Each one pointed at a booking form.
The Broad audience pulled 21 leads at $54 CPL. WEDDING pulled 34 leads at $55 CPL — the highest-converting segment. WEDDING PHOTOGRAPHY and WEDDING VIDEOGRAPHY carried the mid-funnel intent. Recently Engaged was the discovery audience for top-of-funnel retargeting. Total: 120 leads, $58.40 avg CPL, $7,007 spend.
Google Ads caught the in-market couples already searching "Melbourne wedding videographer" or "wedding videography packages". Clean intent, fewer leads than Meta but higher purchase-readiness.
High-intent search traffic — the couples who already know they want a videographer and are comparing options. $94 cost per conversion is strong for a $3K–$8K wedding package. Meta filled the top of the funnel, Google closed the searchers.
Meta and Google working together turned fewer-than-5-leads-a-week into a predictable pipeline. Total 211 leads across both channels in the campaign window.
"Wedding is a once-in-a-lifetime purchase. You need two channels: one to be found, one to be remembered."
Couples don't browse Google Ads and then book immediately — they research for months, compare videographers on Instagram, ask friends. Meta Ads created the brand awareness and got Later Story onto the shortlist. Google Ads then caught those same couples when they were ready to book. MRR moved from $15K to $25K in 60 days because both channels were doing their job.
30-minute audit + strategy call. You'll leave with a custom roadmap — whether we work together or not. No pitch deck, no pressure.
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