Case study Results / Travel · Festival accommodation
£214,000 from £13,600, and a sold-out season.
A festival accommodation company whose campaigns were losing money when they arrived. One season later the account had produced £214,000 of revenue from £13,600 of spend and the accommodation had sold out. In a business with one selling window a year, sold out is the only result that counts.
£214,000 revenue · £13,600 spend · 16x return · sold out
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01 The starting point
One window. No second chance.
Festival accommodation is the most unforgiving shape of account there is. The whole year of revenue is won in a few weeks, the inventory expires worthless the day the gates open, and there is no next month to fix it in. They arrived with weak conversion rates and a return that did not cover the cost.
Sold out is also the ceiling. Once the inventory is gone, the correct move is to stop spending, which is a conversation more agencies should be willing to have.
02 What we did
What we did
Found the weak spots before touching the budget. Click-through rate and conversion rate first, then the keywords and the ad copy, then the landing pages and the offer itself. The account was not underfunded, it was leaking at every stage.
Fixed the offer and the page, not just the ads. Traffic was arriving and failing to convert. No amount of bidding fixes a page that does not answer the question the search asked.
Restructured and consolidated the targeting. A tight, consolidated build aimed squarely at people searching for accommodation at this event, rather than a sprawl of campaigns competing for the same handful of searches.
Tested ads and match types against each other. With one window a year, guessing is expensive. A/B testing on ad copy and match type settled the questions inside the season rather than after it.
Built conversion tracking that was actually accurate. Then set budgets, margins and targets against it, so every decision through the peak was made against real numbers rather than a dashboard nobody trusted.
One selling window a year?
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