Wembley Music Centre

Digital Marketing / Paid Services

Wembley Music Centre is London’s biggest independent music equipment retailer

They have the largest range of drum and percussion equipment in all of the U.K, stocking many exclusive ranges. With more than 20 years’ experience in their field, Wembley Music Centre have become well known for their musical expertise; thanks to their dedicated, in-house, audio and music experts.

Wembley Music Centre approached affinity with the view to growing their paid search advertising after originally setting it up themselves. Affinity’s experienced paid search executives (who also happened to be experienced music recording fans themselves) identified a number of opportunities for growth utilising PPC. Affinity’s primary goals were to optimise and grow the existing Pay-Per-Click account and generate a return on investment for Wembley Music Centre.


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The Approach
Being the Largest independent music instrument retailer with an expansive physical store and impressive demonstration areas, the challenge with Wembley Music Centre was to generate online transactions whilst also tracking in-store footfall, both of which were of equal importance to Wembley.

After an in-depth audit of their existing PPC account, affinity expanded their PPC account with multiple campaigns, better utilising Google Search text adverts. We introduced location extensions to track the volume of users (specifically mobile users) who requested directions to the store, while regular consultation with Wembley allowed us to identify when heavy footfall was experienced as a result of our campaign activity. Introducing Google Shopping adverts also massively improved their PPC conversion rates and ROI, as we were able to better showcase a visual representation of the products consumers were actively searching for on.

The Result
Pay-Per-Click continues to grow Wembley’s online presence and drive both in-store visits and online revenue.

Their annual online revenue from PPC grew by 90%, while their online cost per conversion reduced by 43%. Wembley’s Return on Ad Spend on PPC increased by an impressive 40%. The Wembley Music Centre PPC account continues to grow, and continues to see increases is revenue and ROI.

  • PPC revenue increased 90%
  • Cost per sale reduced 43%
  • ROI increased by 40%


After winning a competitive tender for a very important piece of strategic work for the charity, Affinity’s creative team really went the extra mile to make sure that the presentation and tone of voice in the piece of collateral being designed was spot on. I would recommend them whole heartedly as a company who are passionate about delivering high quality work.


Emma Roper, Head of Fundraising, Beat Charity
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