The Cross-Channel Assist: How Integrating Google & Meta Drove 20x ROAS
Champions Travel reached out to Glassbox Agency with a goal of increasing global consumer sales for Premier League, F1, Wimbledon, and Boxing.
Champions Travel: https://champions-travel.com/
Champions Travel is an official sports and event ticketing and hospitality company. They specialise in providing premium packages for a wide range of major events, with a primary focus on Football, particularly the English Premier League.
Industry
Sports Events Travel & Tourism
Founded
Ireland, 2011
Growing with Glassbox since
2025
Challenges
Finding pockets of growth in a very competitive market: With a heavy reliance on traditional markets, how could Glassbox unlock the increasing global demand for the Premier League?
The nuances of the sporting calendar: Understanding intent is so important. In every season, there are teams that perform better or sign a new exciting player, which leads to a higher level of interest. We needed to think of a data-led approach to tackle this problem.
Reacting to supply and demand: The number of tickets available to Champions Travel depends on their allocation, which can change seasonally. On the demand side, the temporary performance of a team will determine the demand.
Macro economic factors: Cost of living, economic headwinds and exchange rates.
Scaling creatives while navigating strict licensing: Meta posed additional content challenges of creating compelling ads with restrictions around copyright and licensing in the sporting world.
Solution
Taking these challenges into consideration, we rebuilt all paid search activity from the ground up, designing an approach to reflect the unique nuances of the sports ticketing industry. We also shifted to a global, intent-driven structure, creating campaigns tailored to Premier League audiences based on demographics, location, and fan behaviour patterns. This allowed us to align spend with real-time interest and ensure visibility where it mattered most.
To support efficient scaling, we developed a dynamic bidding strategy capable of increasing or decreasing coverage for specific clubs, leagues, and even individual players in response to fluctuating demand and ticket supply. We also layered in precise audience signals to ensure traffic was consistently high-intent, reducing wasted impressions while significantly improving CTR and conversion rates.
Alongside the paid search strategy, we implemented a complementary Meta ads strategy. Champions Travel had engaged Playbook Studios as their creative partners, who curated the content. We then managed the paid performance by building a testing and scaling campaign setup, using the best converting top and bottom of the funnel audiences. This allowed us to test new creatives with cold audiences, then scale them effectively. All of these changes were made possible by evaluating data daily and quickly making new creatives to stay on top of scaling opportunities.
Together, these cross-channel solutions enabled Champions Travel to scale effectively. When Google saw demand spikes for a specific club or fixture, we were able to rapidly deploy matching creatives on Meta. Similarly, when Meta creatives performed strongly in new international markets, we were able to expand Google search coverage to capture demand.
Impact
When comparing KPIs from September 2025 vs. the same period in 2024, we saw some major results:
Google Ads
The average monthly cost of the campaign increased by 33%, while the number of clicks decreased by 36%.
The CTR increased by 1,002% from 1.54% in 2024 to 18.7% in 2025.
Ticket Sales increased by 119% to 1,200 in 2025 compared to 547 in 2024.
The conversion value also went up by 25.5%, while the CPA went down by 39%.
Meta Ads
The cost increased by 203.58% for September 2025 when compared to the same period in 2024.
Bookings went from 209 in 2024 to 466 in 2025.
The Conversion Value improved exponentially, with a shocking 1,288% increase YoY.
There was a 20x return on ad spend in September 2025, which is a 357% increase from the previous period in 2024.
These statistics demonstrate the importance of a well-tailored cross-channel campaign, resulting in higher-quality leads and improved performance.
Testimonial
“The partnership with Glassbox has been brilliant for us. The results speak for themselves, but what stands out for us is their ways of working. They are fast, flexible, and always thinking ahead. They’ve made collaboration seamless and have consistently gone above and beyond for us. It’s rare to find an agency that’s this easy to work with.”
