How we brought in 20% more bookings and lowered the cost of total conversions to 88%.
The challenge
The company’s main goal was to improve the efficiency of its Google and Meta ad campaigns, aiming to increase online bookings and optimize ad spending.
The client already had an online presence and had achieved initial results, but it lacked strategic interventions that would optimize the campaigns so they would perform at peak performance.
We then built a strategic activity, on Google and Meta channels, in order to reach a wider audience and increase the visibility of its luxury villas.
The company
The company we followed in this activity is an excellence in the luxury villa rental industry.
It uses the online platform to reach high-spending customers interested from all around the world. The regions it focuses on the most are: North America, UK, Australia and Europe.
The starting situation on Google
The business started in late 2022 and we started with this situation: in the previous two months, the company had invested £75,000 in Google Ads with 1,738 conversions at an average cost per conversion of £43.64.
Bookings amounted, on average, to 135 per month (275.8 Quick Enquiries).
The starting situation on Facebook
Also during November and December 2022, the company paid up to £1,331 per contact on Meta campaigns aimed at a cold audience and £459 on remarketing campaigns.
The actions taken on Google
The interventions we made on Google Ads to optimize the budget and increase the efficiency of advertising spending, concerned:
- Budget optimization and redistribution;
- Introduction of new P.Max campaigns and ads;
- Implementation of new IT campaigns;
- Exclusion of low-performing countries;
- Development of new bidding strategies;
- Other optimization techniques.
The interventions made on Facebook
On Facebook, on the other hand, we went for these optimizations:
- Budget optimization and redistribution;
- New audience targeting strategies;
- Introduction of new cold campaigns divided by country;
- Introduction of new Ville campaigns divided by country;
- Implementation of a new IT campaign;
- Exclusion of low-performing countries;
- Other optimization strategies.
The results obtained in Google
In the period from February and March 2023, the company invested £129,000, increasing spending by 72 percent over the previous period.
Total conversions increased more than proportionally to 7,097, thus registering a +400% increase.
At the same time, the cost per conversion decreased by 60 percent to £18.23 (down from £43.64 previously).
The red arrow below indicates the time when we started managing campaigns in PerformancePPC.
The interventions made on Facebook
Meta campaigns also turned performance around in the first few months of the year.
The booking cost for campaigns targeting a cold audience decreased by 80 percent, from £1,331 to £176.
Remarketing campaigns, to an audience that therefore already knew the company, saw a reduction in cost per contact of 88 percent: from £459 to £54.24.
Conclusions
The case study shows how every advertising campaign has potential for improvement and hidden performance.
It goes without saying that the product or service proposal must be competitive and have a market, but online advertising also plays a strategic role in the sales strategy.
With the intervention of PPC professionals, the campaigns performed at their peak and the company was able to achieve its goals in less time and at the lowest cost.
Increasing the number of bookings and dramatically reducing the cost per quick request was made possible through careful optimizations of: budget, targeting, and campaign differentiation strategies based on country.
This case study is a true demonstration of effective Digital Marketing Optimization.
