Keepers Cottages

What we did

Challenge

Keepers Cottages, a premier holiday cottage rental agency, sought to increase their bookings and maximise the return on investment (ROI) from their Google Ads spend. 

Facing intense competition in the online marketplace, they needed a comprehensive PPC strategy that would boost their search visibility, accurately track conversions, and ultimately drive revenue growth.

Struggling to justify their PPC expenditure and seeing returns that barely covered their costs, Keeper’s Cottages found themselves consistently outranked by competitors who were evidently leveraging PPC to better effect. They needed a strategy that not only improved their search visibility but also delivered tangible, profitable results.

Solution

We began by turning off all underperforming campaigns, allowing for a fresh start with a more focused approach. Accurate tracking was then established across Google Ads, Keepers Cottages’ booking platform (SuperControl), and Google Analytics 4, so we knew that every sale was precisely tracked from ad click to booking confirmation.

From here, we developed three key strategic PPC campaigns:

1. A year-round long-tail keyword focused campaign, targeting evergreen keywords relevant to Keepers Cottages’ unique selling points.
2. Seasonal campaigns rotated quarterly to capture peak interest periods and boost bidding adjustments based on keyword popularity at different times of the year.
3. A Performance Max campaign for retargeting and interruption marketing across multiple Google channels.

These three campaigns worked in tandem to maximise coverage and impression share. As these campaigns performed, we continually optimised and scaled the budget in alignment with the increasing ROI.

Results

Keepers Cottages experienced remarkable revenue growth, with their monthly earnings from Google Ads soaring from approximately £5,000 to an impressive £47,000 to £53,000, all while increasing their ad spend from circa £1,000 per month to £2,250. This resulted in an ROI increase of over 900%.

Additionally, their quarterly sales rose by 79%, and clicks surged by 318% quarter-on-quarter, highlighting the effectiveness of the targeted campaigns. 

Their Impression Share (Top) percentage also improved by 6.5%, enabling Keepers Cottages to consistently outperform competitors in search results. These impressive metrics underscore how a strategic, data-driven approach can transform PPC performance, leading to significant revenue gains.

This case study highlights the power of a well-executed PPC strategy in transforming ad spend into significant revenue growth. By focusing on precise keyword targeting, seasonal optimisation, and performance tracking, we were able to elevate Keepers Cottages’ Google Ads campaigns, resulting in a remarkable – industry standard beating – increase in return on investment.