122% More Bookings with Google Ads Strategy for True Key Hotels

First, we combined six Google Ads accounts into one for better campaign management and budget optimization. For a smooth transition, we gradually redirected traffic from the campaigns in the old accounts to the newly merged account’s campaigns, adjusting budgets along the way. Each resort-specific campaign was fine-tuned with customized conversion actions.

Our targeted strategies included resort-specific campaigns, streamlined STAGs structure, bid strategy experiments, and effective budget management. We also included relevant audience segments in observational mode to our campaigns. By adopting this approach, we were able to broaden our reach and mitigate the impact of search interest drops.

From the start, we saw the potential of using Dynamic Search Ads (DSA) to fill gaps in our keyword coverage. Initially, we added a DSA ad group to the Bighorn Meadows campaign, leveraging all website URLs as dynamic ad targets. This approach paid off, with the DSA ad group becoming our top performer, boasting a $20 cost per booking and a ROAS of 7x+ over the last two months.

Another game-changer was using a Hotel Property Feed to implement a Performance Max (PMAX) campaign. This approach ensured efficient ad placement across diverse Google networks, which maximized our visibility.