3-month optimisation programme
Luxury Hotel: Brand CPC Protection and Cost Control
Central Scotland
Challenge
Escalating brand CPCs were increasing acquisition costs and reducing the effectiveness of branded search coverage.
Strategy
We implemented a custom brand-protection bid model and separated pure-brand from long-tail branded demand to improve control and auction efficiency.
- • Brand auction control and CPC containment
- • Intent separation across branded query families
- • Retention of conversion quality under lower CPC pressure
Execution
- • Split campaign structure by exact-brand and long-tail brand variants.
- • Applied differentiated bidding and budget controls by query intent class.
- • Aligned ad assets and landing logic to protect conversion confidence.
- • Monitored impression share and conversion efficiency to avoid under-delivery.
Commercial Impact
- • Lower branded acquisition costs with stable conversion output.
- • Better spend efficiency on a channel that often drifts in cost over time.
- • Improved budget headroom for incremental non-brand activity.