How We Helped The Omaha Symphony Streamline Campaigns and Boost ROI

For more than a century, the Omaha Symphony has brought orchestral excellence to Nebraska audiences through a wide-ranging season of Masterworks, pops, chamber, and family programs. In addition to mainstage performances, the orchestra produces a wide array of nationally-recognized education and community engagement programs that reach many thousands of people of all ages.

Heading into their fall and spring seasons, Omaha Symphony faced familiar challenges: budget constraints, limited staff capacity, an aging audience base, and increased competition from other entertainment options (including, as we all know, Netflix & the couch). To sell tickets while navigating these realities, they needed a digital strategy that worked smarter, not harder.

GOOGLE: A POWER PAIR APPROACH TO PERFORMANCE

Enter Power Pair: Google’s recommended combination of a Performance Max (PMax) campaign and always-on branded search. Together, these tools provided a full-funnel strategy that balanced efficiency and scale—perfect for Omaha Symphony’s goals and limited internal resources.

With our guidance, the symphony launched its first-ever continuous branded paid search campaign alongside a season-long PMax campaign. The PMax setup included multiple asset groups. One focused on overall brand presence, and others were tailored to key concerts. This structure allowed for targeted messaging that aligned with people’s specific interests, while still living within one cohesive campaign.

The result: each audience received highly relevant content without added complexity for the symphony’s lean team. Using Google’s AI to automatically optimize placements and messaging across channels, we helped Omaha Symphony get more out of their marketing dollars and freed up staff time in the process.

THE TAKEAWAY

For the Omaha Symphony, Google’s Power Pair wasn’t just a new tactic, it was a game-changer. By simplifying their paid strategy while increasing personalization and reach, they were able to connect with both loyal patrons and curious new audiences more effectively than ever.

CONSIDERING A FRESH APPROACH TO GROWTH?

Let’s chat about how to streamline your paid campaigns while maximizing ROI and audience reach.