Onefinestay: Scaling luxury stays through smarter Google Ads performance
“They didn't just meet our goals - they exceeded them, delivering an ROI that surpassed our expectations. If you're in travel and tourism and want to elevate your online performance, look no further."
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Daryl Hall
Head of Acquisition
+113%
Increase in Bookings
+115%
Increase in GTV
+489%
Increase in CVR
About onefinestay
onefinestay (part of the Accor Hotels Group) is a luxury hospitality brand that offers high-end, short-term home rentals in major cities and exclusive vacation destinations around the world.
Guests enjoy premium amenities and personalised services, blending the best of hotel hospitality with the privacy and authenticity of staying in a private home.
The Challenge
To improve efficiency and make the Google Ads account more structured and robust for future scaling, while continuing to drive bookings for the business, maintaining a competitive Cost Per Booking
What we did
- Restructure the Google Ads account and campaigns, leaning more into Performance Max campaigns
- Change campaign conversion goals to optimise for high-quality leads
- Mitigate wasted ad spend and optimise budget allocation between different vacation destinations
How we did it
- Identified the key vacation destinations and created detailed Performance Max campaigns for each one, alongside Search campaign activity, with asset groups
- Utilising key audience personas and mapping them to a complex set of audience signals and combined audience segments for use in Performance Max and Search campaigns
- Campaign bidding strategies and conversion goals were aligned and the structures of campaigns were changed to provide campaigns with enough data to optimise effectively, working towards Leads conversions
- Creating bespoke asset groups in Performance Max to cater to specific audiences, helping tailor ad copy and distinguish targeting between popular vacation sub-destinations within one core destination
- Removing expensive and non-performing keywords that were pushing up CPC and generating low quality traffic
- Developing a specific destination Brand search campaign for budget allocation and tailoring ads
Results
- 113% increase in bookings, with ad spend 37% lower
- 115% increase in GTV
- 489% increase in CVR
- AOV increase of 37%
Stop guessing.
Start scaling.
Book a Call or Send a message.
hello@example.com
+1 (555) 000-0000
123 Sample St, Sydney NSW 2000 AU
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