My Case Studies

Plan:
Migrated from a mix of manual search and display to a consolidated Performance Max setup with AI Max enabled, using hotel price feeds, room and amenity creatives, and first‑party audiences (past bookers, website engagers, and loyalty members).​

Implementation:

• Created property‑specific asset groups (business, leisure, weekend) with tailored USPs and localized copy.
• Linked GA4 and imported purchase value so bidding could optimize toward revenue, not just bookings.
• Applied account‑level negatives and location exclusions based on search term and geo performance reports.

Results (YoY vs previous setup):

• +32% increase in direct bookings.
• +27% uplift in revenue from Google Ads.
• 18% reduction in cost per booking and a 24% improvement in ROAS.

Plan:
Launched Demand Gen campaigns on YouTube and Discover to build intent and remarketing lists ahead of the sale, focusing on “next vacation” storytelling instead of discounts.

Implementation:

• Targeted in‑market travel segments, lookalikes of high‑value bookers, and past site visitors.

• Optimized creatives around experiences (sunset views, family stays, spa weekends) and tracked video views, site visits, and add‑to‑cart events in GA4.

• During Cyber Sale week, retargeted engagers across Search, PMax, and Demand Gen with strong “limited‑time” and “book direct” messaging.

Results:

• Pre‑sale period generated a 61% increase in new users to the site vs the previous year’s run‑up.

• Remarketing audiences built from Demand Gen delivered 38% higher conversion rate and 29% better ROAS than cold traffic during the sale.​

• Overall Cyber Sale bookings from paid media grew by 36% YoY, with revenue up 42%.

Plan:

Ran a 50/50 A/B split for brand and high‑intent non‑brand campaigns:

• Variant A: Homepage (full property overview).

• Variant B: Dedicated “Stay Longer & Save” offer page with clear rates, benefits, and a simplified booking flow.

Implementation:

• Held bids, audiences, and ad copy constant, only changing the final URL.

• Measured booking engine entries, completed bookings, and revenue per session via GA4.

• Ran the test until both variants reached statistically meaningful sample size.

Results:

• Offer page produced a 22% higher booking conversion rate than the homepage.

• Revenue per click increased by 19%, while bounce rate dropped by 17%.​

• After rolling out the winning variant to all branded traffic, overall brand campaign revenue grew 21% over the next quarter.

Plan: Designed a three‑stage funnel:

• Upper funnel: YouTube and Demand Gen featuring destination and experience content.

• Middle funnel: PMax and remarketing campaigns showcasing room types, packages, and social proof.

• Lower funnel: High‑intent search and cart‑abandoner remarketing with strong offers and urgency.

Implementation:

• Defined stage‑specific KPIs (view rate and reach at upper, engaged sessions at middle, bookings and ROAS at lower).

• Used GA4 audiences to move users between stages based on behavior (video views, page depth, booking engine abandon).

• Synchronized messaging so users saw a consistent story as they moved from dreaming to booking.

Results (over 6 months vs previous always‑on search):

• +40% increase in total bookings attributed to Google Ads.

• 28% improvement in overall ROAS for the account.

• 35% higher assisted conversions from upper‑ and mid‑funnel campaigns, indicating a healthier pipeline rather than last‑click only wins.