TOOLS USED
THE CLIENT
For Villa Ishe, a vacation home by the sea in Campomarino (Salento), AD Digital created an integrated Google Ads campaign with the goal of maximizing direct bookings during the summer season.
The strategy, based on an advanced tracking ecosystem and targeted advertising on Search and Performance Max, led the villa to achieve full occupancy from mid-June to mid-September, with excellent performance in terms of traffic, leads, and return on investment.
THE RESULTS
Google campaign results
After building the Google campaign for the Non-Profit’s 5×1000
we collected data on the results achieved through our actions:
6.000
WEBSITE VISITS
300
QUALIFIED LEADS
4
AVERAGE CPL
14
ROAS
Fully Booked
FULL OCCUPANCY FOR THE ENTIRE SUMMER SEASON
STEPS
Established and Achieved Google Campaign Objectives
AD Digital managed every phase of the project: from technical configuration to campaign optimization, ensuring continuous, data-driven management.
1.
Objective Definition
We identified the main campaign objective: to promote the causes supported by the Non-Profit and drive qualified traffic to the website through Google Ads.
2.
Analysis and Copywriting
From the search term analysis, we identified the need to work on the ad copy, to clearly communicate the Non-Profit’s values and themes.
3.
Ad Creation
We created targeted Google Ads, enabling users to find useful information about various projects by directly visiting the Non-Profit’s website.
4.
Tracking and Optimization
With the integration of GA4 and Tag Manager, we monitored conversions and optimized ad performance, maximizing every interaction.
1.
Setup and tracking
Configuration of Google Tag Manager and GA4 to monitor all key user actions, such as clicks on Book, form submissions, and WhatsApp inquiries.
2.
Advertising Strategy
Activation of Search and Performance Max campaigns to reach users with high booking intent and increase the villa’s online visibility. The marketing activity optimized conversion while reducing cost per lead.
3.
Positioning and Bidding Strategy
Continuous monitoring of cost, conversion, and return metrics, with targeted optimizations to maintain CPL at €4 and maximize overall campaign profitability.
4.
Positioning and Bidding Strategy
Defined a positioning focused on direct booking, highlighting the seaside villa and capturing high-intent demand during key moments of the season.
