Hospitality · The West End
7.1x ROAS and a 50.9% drop in cost per booking for a boutique hotel
Optimisation more than doubled conversions and halved cost per booking, turning $4,843.54 of Google Ads spend into $34,370 of direct booking revenue — a 7.1x ROAS.
7.1x
Return on ad spend
-50.9%
Cost per conversion
9.26%
Optimised CTR
The challenge
The hotel needed to attract high-intent travellers searching for boutique stays and luxury suites nationwide, driving direct bookings rather than paying commission to third-party channels.
Our strategy
We targeted the entire United States while excluding St. Louis at the client's request, and built ad groups around high-intent hotel search terms plus experience-based and niche queries — from generic city hotel searches to family-friendly and pet-friendly intent. Bidding, keywords and ad relevance were refined continuously against booking data.
The results
The initial campaign produced 19 conversions at $28.92 with a 4.78% CTR. After optimisation, conversions rose to 42 at $14.19 each with a 9.26% CTR — a 2.2x lift in volume and a 50.9% cut in cost per conversion, on almost identical spend ($549 to $596). Across the full programme, $4,843.54 in ad spend generated 241 conversions at $20.10 each and $34,370 in direct booking revenue: approximately 7.1x ROAS.
Services used
- Google Ads (PPC)
- Conversion Rate Optimisation
- Direct Booking Growth
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