Over £102k Revenue generated & CPL Decreased by over 63%

Background:

The self-catering cottage holiday resort in the UK specializes in offering long weekend holidays for travelers. The resort faced significant challenges with their previous agency, which charged high management fees and failed to optimize their Google Search and Display campaigns effectively.

The challenges:

The self-catering cottage holiday resort encountered the following challenges:

• Inefficient campaign management: The previous agency charged excessive fees and failed to optimize the campaigns adequately, resulting in wasted budget and underperforming campaigns.
• Poor keyword optimization and scheduling: The campaigns lacked proper keyword optimization and scheduling, leading to inefficient targeting and limited exposure during peak times.


• Wasted budget: Due to ineffective campaign management, the resort experienced budget wastage, further impacting their return on investment (ROI) and overall profitability.



The Approach:

To address these challenges and drive success for the self-catering cottage holiday resort, I implemented the following strategies:

• Campaign Scheduling: I optimized the campaign schedules to target specific days of the week when the target audience was most likely to book long weekend holidays. This approach maximized campaign exposure during peak booking periods.
• Ad Copy Improvement: I enhanced the ad copies to highlight the unique features and offerings of the resort, appealing to the target audience's desires and aspirations for a relaxing and memorable holiday experience.
• Keyword and Placement Optimization: Through a deep dive into keyword research and analysis, I optimized the campaign's keyword targeting, ensuring that the resort's ads were shown to users actively searching for similar holiday accommodations. Additionally, I refined placement targeting on the Google Display Network, focusing on websites and platforms relevant to the target audience.
• Smart Display Remarketing: Leveraging the power of Google Display Network, I implemented smart display remarketing campaigns to re-engage with previous website visitors, increasing brand awareness and encouraging them to book their long weekend holidays at the resort.



The Results:

By implementing these strategies, the self-catering cottage holiday resort achieved outstanding results:




• £9,000 Ad Spend: The resort successfully utilized an ad spend of £9,000 to promote their offerings and attract potential guests.
• 752 Booking Conversions: The campaign generated 752 booking conversions, demonstrating the effectiveness of the optimized campaigns in driving actual bookings.
• Total Revenue of £102,000: The resort achieved a substantial revenue of £102,000, indicating a strong return on investment (ROI) and business growth.
• ROAS of 11.35: The campaign's impressive return on ad spend (ROAS) of 11.35 highlighted the efficiency and profitability of the marketing efforts.
• Cost per Booking Conversion Drop of 63%: Through targeted optimizations and strategic campaign management, the cost per booking conversion decreased significantly from £33 to just £11.35, saving the resort 63% in acquisition costs.