Serviced Apartments Manchester: PPC-Driven Occupancy Growth

Challenge

A serviced apartment operator in Manchester had low mid-week occupancy and was competing against Airbnb and hotel chains for corporate and extended-stay bookings.

Strategy

We launched targeted PPC campaigns focusing on corporate relocation, extended-stay and serviced apartment searches with optimised landing pages and conversion tracking.

• • Corporate and extended-stay keyword targeting
• • Landing page optimisation for serviced apartment conversion
• • Day-of-week bid modifiers to boost mid-week bookings

Execution

• • Built dedicated landing pages for corporate stays, relocations and weekly rates.
• • Implemented day-of-week bid adjustments to push mid-week inventory.
• • Created separate campaigns for short-stay, weekly and monthly booking intents.
• • Set up offline conversion tracking from enquiry to confirmed booking.

Commercial Impact

• • Mid-week occupancy gap significantly closed within 4 months.
• • Lower blended cost-per-booking enabled expanded budget and market coverage.
• • Corporate enquiry pipeline established through PPC alongside organic growth.