Pemberton Estate Dominates AI-Powered Wedding Searches

Perth, WA: December 11, 2025: Ampersand Estates, a luxury 56-hectare estate in Pemberton's wine region, has achieved a 100% tour-to-booking conversion rate and secured 7 wedding bookings within three weeks of launching a targeted digital marketing campaign focused on micro weddings.

The campaign's success centred on a relatively new approach: Generative Engine Optimisation (GEO): positioning Ampersand to appear as a top recommendation with a link in Google's AI Overviews for highly specific wedding-related queries about Perth and South West, Western Australia.

The Micro Wedding Opportunity Others Missed

While most Western Australian wedding venues compete for 150-guest celebrations, Ampersand Estates owners Corrie and Melissa identified an underserved market: engaged couples seeking intimate celebrations for 10-30 guests with exclusive estate access and on-site accommodation.

Ampersand Estate's owners, Corrie and Melissa, along with their Perth digital account manager Andrea established that there were couples out there who valued connection over convention. The challenge for Distl was reaching them when traditional search results favoured larger, more established venues.

(Take a behind the scenes look at what it's like to be a digital account manager)

AI Search: The New Battleground for Niche Markets

The campaign's breakthrough came from recognising how modern couples actually search for venues. Rather than typing generic keywords like "wedding venue Perth," today's engaged couples use AI chatbots to have nuanced conversations:

"I want an inclusive venue where our 20 guests can stay on-site"
"We want somewhere that feels intimate and secluded down south"
"Should we get guest houses or a hotel for guests at our wedding?"

When AI search platforms understand context and intent, they don't just list options: they make recommendations. Ampersand now appears in AI Overviews for queries like "hotel vs venue guest house Perth" and "luxury accommodation Pemberton," resulting in couples arriving pre-sold rather than comparison shopping.

Screenshots documenting Ampersand's link placement in multiple AI Overview results validate the strategy's effectiveness, with the venue appearing prominently for both broad and highly specific wedding-related searches in the Pemberton and Margaret River regions.

The Results: When Digital Strategy Meets Market Fit

The campaign delivered measurable results within weeks:

• 7 wedding bookings in the first 3 weeks
• 100% conversion rate from venue tours to confirmed bookings
• Appearing in AI-powered search recommendations
• 30% year-over-year increase in organic traffic
• 30+ qualified leads per week through targeted paid social campaigns

Led by Perth digital account manager Andrea Sexton, The strategy combined paid social media lead generation with advanced search optimisation techniques designed specifically for AI-powered search platforms. 

"Traditional SEO would classify these as 'low value keywords,'" explained Cam Dobie, AI Search & SEO Specialist at Distl. "But when you have a genuinely unique position: like Ampersand's combination of estate exclusivity and perfect sizing for micro weddings: AI search engines champion you to exactly the right audience."

Positioning for the AI Search Era

The campaign's foundation rested on three strategic pillars:

Niche Market Identification: Targeting the underserved micro-wedding segment (10-30 guests) rather than competing across all wedding sizes

Conversational Search Optimisation: Structuring content to answer specific questions couples ask AI platforms

Frictionless Lead Generation: Creating streamlined paths from interest to information through targeted paid social

The paid social component delivered Ampersand's wedding brochure directly to curated audiences of newly engaged couples through Meta Lead Generation campaigns coordinated and crafted by Distl's in house paid media service specialist, Becca Humphry, with messaging highlighting exclusive use, two-night accommodation packages down south from $11,160, and LGBTQIA+-friendly hosts.

The Wider Implication for Regional Businesses

Ampersand's success demonstrates how regional businesses can compete effectively when AI-powered search platforms understand their unique value propositions. Rather than fighting for visibility in crowded categories, businesses with genuine differentiation can become the primary recommendation for their specific niche.

For the Perth and South West WA wedding market specifically, this signals a shift: as more couples use AI chatbots for planning, venues need to optimise for conversational queries and contextual understanding, not just traditional keyword rankings.

The full case study, including additional AI Overview placement screenshots and campaign details, is available here: https://distl.com.au/works/ampersand-estates-micro-weddings-major-impact/

About Ampersand Estates

Ampersand Estates is a luxury wedding and events venue situated on 56 hectares in Pemberton, Western Australia. The estate features a restored 1940s barn, multiple ceremony spaces, and accommodation for 24 guests across three renovated houses, specialising in exclusive micro weddings for 10-30 guests but facilitating weddings for up to 150 guests.

For wedding enquiries: ampersandestates.com.au

About Distl

Distl is a Perth-based branding and digital marketing agency specialising in SEO, Generative Engine Optimisation (GEO), paid media, and strategic brand positioning. The agency focuses on helping businesses achieve visibility in both traditional search and AI-powered platforms.

Perth specialists in Generative Engine Optimisation for AI Search

For media enquiries or to learn more about Generative Engine Optimisation services: distl.com.au/seo/generative-engine-optimisation

Contact:
Distl
08 9381 4441
hello@distl.com.au
3/73 Troy Terrace, Jolimont WA 6014