In June 2023, a small vacation rental management company in New Smyrna Beach, FL, was struggling to see a strong ROI from their Google Ads strategy. While spending a significant portion of their budget on brand-name searches, they were not seeing a proportional increase in overall bookings, which lead to concerns about the incremental value of their Google Ads investment.
1) Reallocating Ad Spend: We separated brand-name searches from non-brand searches, such as “vacation rentals New Smyrna Beach” and redirected a substantial portion of the budget toward non-brand keywords to drive incremental bookings.
2) Optimizing Keyword Selection: We focused on capturing high-converting non-brand keywords and tailored the budget to maximize traffic from fruitful terms.
3) Improving Landing Page Relevance: We directed visitors based on their search terms, so visitors were matched with properties that best suited their interests
By early 2024, the company noted key improvements.
“The dedication to monitoring performance and making strategic recommendations was impressive and instrumental in our success.”
