Ads playbook
Everything to set up the holiday and evergreen campaigns on Meta and Google: creatives, copy, audiences, keywords and the launch checklist. Copy buttons everywhere; paste straight into the ad managers. Questions: Tomde, info@tomdestudio.com.
Back to assets · Plain-text version: KB-HOLIDAY-ADS-PLAYBOOK.md
Before Google launches: killsboro.com/holiday-parties and /event-venue are still noindexed pending sign-off. Meta does not care; Google Ads does. Approve the pages, Tomde lifts the noindex in minutes, then launch Google. Meta can start first.
Creatives and copy
Four finished 1080x1350 creatives, hosted; click one to open it full size and upload it straight into Meta. CTA button on every ad: Book Now. Photo-only variants live in the photo library.
Holiday Party, Handled
Links to killsboro.com/holiday-parties
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.
Holiday Party, Handled
Three Spaces. One Address.
Links to killsboro.com/holiday-parties
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.
Three Spaces. One Address.
Skip the Conference Room
Links to killsboro.com/holiday-parties
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.
The Office Party, Upgraded
Pour Accordingly
Links to killsboro.com/private-events
Birthdays, engagements and every milestone in between, celebrated in a working brewery. Bring your people.
Celebrate at Kills Boro
Three more creatives
Two for the always-on /event-venue campaign and one for the warm audiences: past hosts and page engagers. Run It Back pairs with the retargeting email on the hub; build the Meta custom audience from past booking contacts, and add site visitors once the Pixel is live.
Any Excuse Works
Links to killsboro.com/event-venue
Birthdays, showers, offsites and galas at 814 Richmond Terrace. Three spaces under one roof, no room fee and packages to suit every organization and headcount.
Any Excuse Works
Tanks as Your Backdrop
Links to killsboro.com/event-venue
Tanks as your backdrop and lager poured a few feet from where it was brewed. No other room on the island looks like this.
Rent The Brewery Floor
Run It Back (retargeting)
Links to killsboro.com/holiday-parties
You've hosted at Kills Boro before, so you know the drill. December dates go first; tell us yours and we'll take it from there.
Book Your Date Again
One campaign, three ad sets
Objective Traffic at launch (link clicks); duplicate to Conversions once the Pixel is live. CBO on. Suggested starting budget $25-50 a day total. Run through Dec. 20, review weekly, kill the bottom creative per ad set after about two weeks.
1 · Local core (cold)
- 10-mile radius of 814 Richmond Terrace, living in or recently in: all of Staten Island, Bayonne, parts of Jersey City and southwest Brooklyn
- Age 25-60, all genders
- Interests (Advantage on): Event planning, Party, Human resources, Office management, Corporate services, Craft beer, Brewery
- Placements: Advantage+ (the 4:5 creatives fit feed, Reels and Stories)
2 · Broad local (cold)
- Same location and age, NO detailed targeting
- Pure broad often beats interest stacks with strong creative; let them compete
3 · Warm
- Instagram engagers 365 days (@killsboro) plus Facebook page engagers
- Add website visitors once the Pixel is in
- Cheapest booking source; never pause it
?utm_source=meta&utm_medium=paid_social&utm_campaign=holiday_parties_2026&utm_content={{ad.name}}
Search campaign
Search only to start. Location: Staten Island plus an 8-mile radius around 10301, presence targeting. Bidding: Maximize Clicks with a bid cap, then Maximize Conversions after about 30 conversions. Conversion: import the GA4 event holiday_inquiry_click. Suggested budget $20-40 a day. Final URL: killsboro.com/holiday-parties.
Ad group 1 · Holiday party venue
Ad group 2 · Event space
Negative keywords
RSA headlines (15)
Holiday Party Venue Staten Island Brewery Venue Book Your Holiday Party No Room Fee Three Spaces Under One Roof Corporate Parties Welcome Full Kitchen On Site Packages For Any Headcount Team Dinners And Galas Glass Enclosed Atrium Rent The Brewery Floor Holiday Party Venue In NYC December Dates Go Fast Kills Boro Brewing Co. Book The Whole Taproom
RSA descriptions (4)
Corporate parties, team dinners and galas in the taproom, the Atrium or on the brewery floor. No room fee. We work off a food and beverage minimum. Packages for every headcount. Knead runs the kitchen: brick-fire pizza, house-made pasta and a full dinner menu. December won't wait. Tell us your date and headcount and we'll take it from there.
Assets
- 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
The evergreen sibling
killsboro.com/event-venue is the year-round version of the holiday page; its CTAs fire event_inquiry_click. Same three ad sets with photo-led creatives from the library, copy without holiday references. On Google, duplicate the Search campaign with the event-space keywords plus birthday party venue staten island, corporate event space nyc and rehearsal dinner venue staten island, final URL /event-venue, $10-20 a day floor. The holiday campaign pauses after Dec. 20; this one never stops.
The checklist
- 01Team signs off on /holiday-parties, then Tomde lifts the noindex, re-adds it to the sitemap and relaunches the homepage banner in one deploy.
- 02Meta: build the 3 ad sets, upload the 4 creatives below, paste the copy, set UTMs, launch.
- 03Send Tomde the Meta Pixel ID; the Pixel goes in next to GA4, then duplicate the campaign to the Conversions objective once data flows.
- 04Google: import the GA4 conversion, build the 2 ad groups plus the RSA and assets, and launch only AFTER the noindex is lifted.
- 05Week 1 review: search terms report (add negatives), Meta creative leaderboard, GA4 holiday_inquiry_click by source.