# Holiday Party Campaign — Meta + Google Ads Playbook

Everything needed to set the campaign up, ready to copy-paste.
Destination pages, creatives, audiences, keywords, ad copy and a launch
checklist. Questions: Tomde, info@tomdestudio.com.

## ⚠️ One blocker before Google launches

killsboro.com/holiday-parties is still NOINDEXED pending the team's
sign-off. Meta does not care; Google Ads does (noindexed landing pages
hurt Quality Score and can trip disapprovals). Approve the page, Tomde
lifts the noindex in minutes, then launch Google. Meta can start first.

## Destinations and tracking

- Primary landing page: https://killsboro.com/holiday-parties
- Secondary (milestone/birthday angle): https://killsboro.com/private-events
- Every CTA on both pages goes to the Toast private-event inquiry form
  and fires the GA4 event `holiday_inquiry_click` on the way out. That
  event is the conversion for both platforms.
- UTM template, so GA4 can split platforms:
  - Meta: `?utm_source=meta&utm_medium=paid_social&utm_campaign=holiday_parties_2026&utm_content={{ad.name}}`
  - Google: auto-tagging (GCLID) handles it; leave URLs clean.
- To do for Meta conversion tracking: install the Meta Pixel next to
  GA4 (Tomde needs the Pixel ID from Events Manager; 10-minute change).
  Until then run Meta on link clicks; switch to conversions after.

## Creatives (hosted, upload straight from these URLs)

1080x1350 (4:5), built in the site design system:

1. https://killsboro.com/ads/holiday/kills-boro-ad-holiday-party-handled.png
2. https://killsboro.com/ads/holiday/kills-boro-ad-three-spaces.png
3. https://killsboro.com/ads/holiday/kills-boro-ad-skip-the-conference-room.png
4. https://killsboro.com/ads/holiday/kills-boro-ad-pour-accordingly.png

Photo-only variants (Meta often favors unpolished photos; test these as
single-image ads with the same copy): killsboro.com/assets/photos has the
full library. Strongest candidates: the party crowd under the wreath
chandeliers, the feast overhead, the brewery tanks through the glass,
the pepperoni square and round pie together.

Want 1:1 or 9:16 Story cuts of any concept? Ask Tomde; the templates
are rebuildable, not flattened.

## META — campaign setup

**Campaign**: Objective "Traffic" at launch (link clicks); duplicate to
"Leads/Conversions" once the Pixel is live. One campaign, CBO on,
suggested starting budget $25-50/day total (your call; December demand
justifies the high end as dates fill).

**Ad set 1 — Local core (cold)**
- Location: 10-mile radius of 814 Richmond Terrace, Staten Island
  ("living in or recently in"). That covers all of Staten Island,
  Bayonne, parts of Jersey City and southwest Brooklyn.
- Age 25-60, all genders.
- Detailed targeting (Advantage on): Event planning, Party, Human
  resources, Office management, Corporate services, Craft beer,
  Brewery. Meta broadens from there.
- Placements: Advantage+ (the 4:5 crops fit feed, Reels and Stories).

**Ad set 2 — Broad local (cold)**
- Same location and age, NO detailed targeting. Pure broad; with strong
  creative this often beats interest stacks. Let them compete.

**Ad set 3 — Warm**
- Custom audiences: Instagram engagers 365 days (@killsboro) + Facebook
  page engagers 365 days. Add website visitors once the Pixel is in.
- This is the cheapest booking source; never pause it.

**Ads (4 per ad set, one per concept)** — CTA button: Book Now.

1. Handled
   - Primary text: "Book your holiday party at Kills Boro: house lagers
     on tap, Knead in the kitchen and three spaces to take over at 814
     Richmond Terrace. No room fee, and packages to suit every
     organization and headcount."
   - Headline: "Holiday Party, Handled"
   - Link: /holiday-parties
2. Three Spaces
   - Primary text: "The dining room. The atrium. The brewery. Three
     spaces under one roof, from a team dinner to a full taproom
     buyout. December dates go first."
   - Headline: "Three Spaces. One Address."
   - Link: /holiday-parties
3. Skip the Conference Room
   - Primary text: "Corporate parties and team dinners with brick-fire
     pizza, house-made pasta and beer brewed on site. End the year
     somewhere your team actually wants to be."
   - Headline: "The Office Party, Upgraded"
   - Link: /holiday-parties
4. Pour Accordingly
   - Primary text: "Birthdays, engagements and every milestone in
     between, celebrated in a working brewery. Bring your people."
   - Headline: "Celebrate at Kills Boro"
   - Link: /private-events

Schedule: start now, run through Dec. 20. Review weekly; kill the
bottom creative per ad set after ~2 weeks of data.

## GOOGLE ADS — campaign setup

**Campaign type**: Search only to start (highest intent, smallest
budget waste). Skip Performance Max until Search has conversion data.

- Location: Staten Island NY + 8-mile radius around 10301; setting
  "Presence: people in or regularly in". That includes Bayonne and
  south Brooklyn without paying Manhattan prices.
- Bidding: Maximize Clicks with a bid cap at launch; switch to
  Maximize Conversions after ~30 conversions.
- Conversions: import GA4 event `holiday_inquiry_click` as the primary
  conversion (Admin > Conversions > Import > GA4).
- Suggested starting budget: $20-40/day.

**Ad group 1 — Holiday party venue** (phrase + exact)
- "holiday party venue staten island"
- "holiday party venue near me"
- "christmas party venue staten island"
- "company holiday party venue"
- "office holiday party venue"
- "holiday party restaurant staten island"

**Ad group 2 — Event space** (phrase + exact)
- "private event space staten island"
- "event space staten island"
- "party venue staten island"
- "corporate event space staten island"
- "brewery event space"
- "rent a brewery for a party"

**Negative keywords** (campaign level): free, cheap, diy, ideas,
decorations, outfits, dress, invitations, jobs, hiring, catering jobs,
at home, airbnb.

**Responsive Search Ad** (both ad groups; pin nothing):
- Headlines (30-char max):
  1. Holiday Party Venue
  2. Staten Island Brewery Venue
  3. Book Your Holiday Party
  4. No Room Fee
  5. Three Spaces Under One Roof
  6. Corporate Parties Welcome
  7. Full Kitchen On Site
  8. Packages For Any Headcount
  9. Team Dinners And Galas
  10. Glass Enclosed Atrium
  11. Rent The Brewery Floor
  12. Holiday Party Venue In NYC
  13. December Dates Go Fast
  14. Kills Boro Brewing Co.
  15. Book The Whole Taproom
- Descriptions (90-char max):
  1. Corporate parties, team dinners and galas in the taproom, the Atrium or on the brewery floor.
  2. No room fee. We work off a food and beverage minimum. Packages for every headcount.
  3. Knead runs the kitchen: brick-fire pizza, house-made pasta and a full dinner menu.
  4. December won't wait. Tell us your date and headcount and we'll take it from there.
- Final URL: https://killsboro.com/holiday-parties

**Assets (extensions)**:
- Sitelinks: See the Spaces (/holiday-parties#spaces), Private Events
  (/private-events), Visit Us (/visit), Contact (/contact)
- Callouts: No Room Fee · Three Rentable Spaces · Full Kitchen On Site
  · Award-Winning Brewery
- Location asset: link the Google Business Profile (814 Richmond
  Terrace) for map and call extensions.

## Launch checklist (tomorrow)

1. Team signs off on /holiday-parties → Tomde lifts noindex + re-adds
   to sitemap + relaunches the homepage banner (one deploy).
2. Meta: build the 3 ad sets, upload the 4 creatives from the URLs
   above, paste the copy, set UTMs, launch.
3. Send Tomde the Meta Pixel ID → Pixel goes in next to GA4 →
   duplicate the campaign to Conversions objective when data flows.
4. Google: import the GA4 conversion, build the 2 ad groups + RSA +
   assets, launch AFTER the noindex is lifted.
5. Week 1 review: search terms report (add negatives), Meta creative
   leaderboard, GA4 `holiday_inquiry_click` by source.

## Evergreen sibling — /event-venue

killsboro.com/event-venue is the year-round version of the holiday LP
(same structure, no seasonal copy; CTAs fire `event_inquiry_click`).
Also noindexed pending review. Once approved, run it as a second,
lower-budget always-on campaign:

- Meta: same three ad sets, photo-led creatives from the library
  (feast, beer flight, brewery tanks, pizzas), copy without holiday
  references, link to /event-venue.
- Google: duplicate the Search campaign, swap keywords to the
  non-holiday set (ad group 2 above plus "birthday party venue staten
  island", "corporate event space nyc", "rehearsal dinner venue staten
  island"), final URL /event-venue, $10-20/day floor year-round.
- Holiday campaign pauses after Dec. 20; this one never stops.