5-month paid search optimisation cycle
Small Hotel: PPC Competitiveness with a Constrained Budget
Central Scotland
Предизвикателство
Limited PPC budget and aggressive competitor activity restricted impression quality and made consistent conversion growth difficult.
Стратегия
We restructured campaigns around competitor pressure points, layered Hotel Ads where relevant, and shifted spend to highest-intent windows and queries.
- • Campaign segmentation by booking intent and auction pressure
- • Budget control by daypart and seasonality
- • Search-to-landing experience alignment
Изпълнение
- • Separated branded, competitor, and generic non-brand clusters with distinct bidding logic.
- • Improved ad relevance by matching copy to true booking-stage intent.
- • Shifted budget to high-performing times and geographies.
- • Streamlined conversion tracking for cleaner decision loops.
Търговско въздействие
- • Higher conversion volume without linear spend growth.
- • Improved budget resilience in competitive auction environments.
- • Better conversion efficiency from tighter query-to-landing alignment.