Micro Weddings, Major Impact

The Brief

Ampersand Estates sits on 56 hectares of pristine Pemberton landscape. With a restored 1940s barn, multiple ceremony spaces, and accommodation for 24 guests across three renovated houses, the estate offers various wedding options but is primed for couples wanting an all inclusive “micro wedding”.

Their objectives were clear:

• Position Ampersand as the premier micro-wedding venue (10-30 guests) in WA.
• Get their new wedding brochure “in as many hands as possible”.
• Dominate Google’s AI Overview for wedding-related searches about Pemberton weddings and the unique aspects of Ampersand Estates.

The core audience – Engaged couples aged 25-40 searching for intimate venues in South West WA, with a particular focus on the LGBTQIA+ community seeking inclusive hosts and often hosting smaller numbers.

Paid Social: Meta Lead Generation That Pre-Qualifies

We launched a Meta Lead Generation campaign focused specifically on micro weddings to a curated audience of newly engaged couples. The campaign used in-platform lead forms to deliver the brochure directly to interested couples.

The messaging highlighted Ampersand’s micro-wedding advantages:

• Exclusive use of the entire estate.
• Two-night accommodation packages starting from $11,160 (weekday).
• 50% off accommodation for venue tours.
• Wine and spirits allowance included.
• LGBTQIA+ friendly hosts.

Our campaign strategy continuously optimises itself to discover couples already interested in smaller weddings and making it easy for them to get information. Generating over 30 leads a week with a confirmed 7 weddings booked in the first 3 weeks.

SEO & Generative Search Optimisation: When AI Understands What Makes You Different

Our SEO strategy, recognised a fundamental shift in how couples search. With AI tools and chat interfaces, people aren’t just typing “wedding venue Perth”, they’re having conversations about what truly matters to them:

“I want an inclusive venue where our 20 guests can stay on-site”
“We want somewhere that feels intimate and secluded down south.”
“Should we get guest houses or a hotel for our guests at our wedding?”

Traditional SEO would call these “low value keywords.” But that’s exactly where the opportunity lies. You have to have a genuinely unique position – like Ampersand’s combination of estate exclusivity and perfect sizing for micro weddings – for AI search to champion you. AI chatbots uncover context and intent in ways that keyword-matching never could.

The strategy paid off with Ampersand appearing first in the AI Overview (being the first linked result) for nuanced queries like “hotel vs venue guest house perth” and still some broader “luxury accommodation pemberton” conversations that lead to actual bookings, not just traffic.

When AI recommends you as the perfect match for someone’s specific needs, you’re not hoping the right user stumbles onto your site. They arrive pre-sold as you were the #1 recommendation.