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Powerleague: +450% ROAS across three markets

Venue-level budget automation,
powered by cross-product LTV bidding

LTV Modelling Geo-Targeting Budget Automation
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02  /  About Powerleague

About
Powerleague

Powerleague operates over 200 venues across the UK, Ireland and the Netherlands, making them the world's largest provider of commercial small-sided football. Founded in 1991, they serve thousands of players every week across a broad range of products and audiences including Social Football, League Football, Kids Parties, Kids Camps and Function Rooms. Hello Yellow has managed Powerleague’s paid media since 2020, across all three markets.

Products
Social Football
League Competition
Kids Parties
Kids Camps
Function Rooms
Powerleague venue — aerial view at dusk
200+
Venues across UK, Ireland & Netherlands
1991
Over 30 years of operation
5
Core product lines
03  /  The Challenge
The
Challenge
Three distinct challenges that shaped the approach to paid media.
01
Managing locations at scale
With multiple product lines across over 200 venues and a finite marketing budget, allocating that budget effectively was a real challenge. Some locations and products sold themselves, booking out with little or no marketing support, whilst others relied on marketing to fill. Managing this manually was leading to wastage and lost performance.
02
Capturing radius targeting effectively
Whilst many advertisers opt for postcode radius targeting, this can be ineffective due to unusually shaped postcodes, land versus water mass and commuter patterns. With each location having unique features, postcode targeting was wasting spend and missing bookable customers.
03
Optimising between lead and up-front revenue
Conversions varied enormously in value. Some products took cash up front, whilst others generated leads, and even within lead products the variance was huge: a Kids Party enquiry worth an estimated £150 to the business, a successful league join worth £800.
04  /  The Solution
The
Solution
A technical approach that automated budget allocation, targeting precision and bid strategy across every Powerleague product and venue.
01
Regional venue management via live Google Sheets
Location-based automation allows regional teams to flag venues requiring additional support, so budget is reallocated dynamically without manual campaign changes.
Powerleague — Locations for Paid Ads spreadsheet
02
Custom script for venue radius & commute targeting
A Google Ads script automated proximity targeting per venue, pulling live data from a Google Sheet.
HY Automated Location Script: Football.gs
03
Single LTV optimisation point across all products
A lookup table mapped every enquiry type to a lifetime value, enabling a unified portfolio bid strategy.
LTV Lookup Table Variable Configuration
05  /  Results
Results
This change in strategy, unifying the signals sent to digital platforms with more accurate, automated location targeting, significantly improved overall business results. Powerleague have hit their ambitious internal business targets every month for the last 3 years.
Advertising ROAS
+450%
Increase in advertising ROAS in their first year after implementing the new strategy
Business targets
100%
Internal monthly business growth targets hit for the last 3 years running
What Powerleague say
“The work they have done at Powerleague has transformed our paid media performance and taken it to heights never before seen within our business. The team are incredibly proactive and are constantly looking for ways to enhance performance in line with our business objectives and strategy.”

Louis Hakner, Head of Marketing, Powerleague