Lavan New York — Chelsea & Midtown
Room for extraordinary ideas. A place on the shortlist.
Conversion & Marketing Technology
Measurement & Attribution
Paid Search
+21.4%
Conversion-to-Click Rate
+74%
Paid Clicks, 116 Days vs Preceding
10%
On-Site Engagement, YoY
+112%
Recorded Conversions, 116 Days vs Preceding
Room for extraordinary ideas. A place on the shortlist.
Lavan’s Chelsea and Midtown venues give planners a canvas for distinctive New York events. SnuggleMud manages the properties’ paid-search engagement, focused on converting discovery into measurable response. Across matched reporting periods, recorded conversions increased 112%, while the calculated conversion-to-click rate rose from 1.87% to 2.27%, an increase of 21.4%.
Challenge
New York offers planners no shortage of places to gather. Lavan’s Chelsea and Midtown properties offer something more specific: adaptable settings for brand experiences, corporate events and private celebrations.
The opportunity was to reach people while they were deciding which space could bring their idea to life. Paid search needed to contribute to that consideration with measurable response, giving the properties a stronger connection between being discovered and prompting action.
Approach
SnuggleMud manages paid search for the Lavan properties, with attention to the relationship between traffic and recorded conversions. The combined reporting view provides a way to assess the engagement across Chelsea and Midtown while keeping the commercial objective in sight. More paid clicks matter when they lead to more action. Looking at conversion growth alongside the conversion-to-click rate makes that distinction visible as the program reaches a larger audience online.
Outcome
Recorded conversions more than doubled while paid clicks grew at a slower pace, strengthening the relationship between traffic and response. Conversion growth also outpaced the increase in media investment across the matched periods. That gave Lavan a positive performance story beyond expanded reach: a greater volume of recorded actions and a higher share of clicks converting. The properties supplied the possibilities; paid search helped more prospective clients move beyond simply looking.
+21.4%
Conversion-to-Click Rate
+74%
Paid Clicks, 116 Days vs Preceding
10%
On-Site Engagement, YoY
+112%
Clicks
The Work
+112%
Recorded Conversions
2
NYC Venues
+21.4%
Conversion-to-Click Rate
Paid Search Management
SnuggleMud manages paid search for the Lavan properties, reaching planners while they’re still deciding which space could bring their idea to life.
That work paid attention to the relationship between traffic and recorded conversions rather than traffic alone.
Cross-Venue Reporting
A combined reporting view assesses engagement across both Chelsea and Midtown, rather than tracking each property in isolation.
That view kept the commercial objective in sight while the program reached a larger audience online.
Conversion Tracking
Recorded conversions gave the properties a stronger connection between being discovered and prompting action.
Across matched 116-day reporting periods, recorded conversions increased 112% versus the preceding period.
Conversion-to-Click Rate Analysis
More paid clicks only matter when they lead to more action, so the calculated conversion-to-click rate was tracked alongside raw click volume.
That rate rose from 1.87% to 2.27% across matched 116-day periods, an increase of 21.4%.
Media Investment Efficiency
Conversion growth was measured against the increase in media investment, not viewed on its own.
Conversion growth outpaced that spend increase across the matched periods, a positive efficiency story beyond expanded reach alone.
“Our spaces offer planners a lot of possibilities. The marketing needs to help turn that interest into action. Across the two properties, recorded conversions more than doubled during the reporting comparison. The SnuggleMud team keeps that response in view as the search program grows, which helps us evaluate the investment more meaningfully.”
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Isabelle Sassano, Director of Sales and Marketing – Lavan New York
