In May 2023, a medium-sized vacation rental company in Fort Myers Beach, FL, was struggling with a low return on add spend (ROAS) on their limited Google Ads budget. They faced high costs per click (CPC) and poor conversion rates due to ineffective ad targeting that brought in low-intent traffic. Their performance was held back by ineffective bid strategies and poorly chosen keywords, which resulted in high costs and a lack of new bookings that made their ad spend hard to justify
1) Pursing High-Intent Keywords: We completely overhauled their keyword list, focusing on high-intent keywords more likely to convert, ensuring that only the most valuable traffic reached their site.
2) Routing Website Traffic: We improved ad targeting by aligning search terms with relevant landing pages, such as directing “oceanfront” searches to dedicated oceanfront properties that would spur engagement.
3) Refining Bid Strategy: We fine-tuned their bid strategy to reduce costs per click while maintaining high quality traffic flow.
By early 2024, the impact of our strategy was evident:
“My experience with Moss Digital Strategies has been second to none. A true stand out from agencies we’ve engaged in the past. They helped our business dig deeper into our paid ad accounts and push on increasing performance instead of simply monitoring.”
