Awareness & Bookings: PPC campaign for Oakman Inns

PPC

How did we get a 1,121% return on ad spend for Oakman Inn's awareness and bookings PPC ad campaign? It’s all here…

Project achievements

Return on ad spend 1,121%

Top of Google results page rate 75%

Impressions 73,310

Someone holding a phone; on the screen, a PPC ad for Oakman Inns hotel rooms.

Brief

Oakman Inns came to us with a request: “Increase exposure and hotel room bookings for three Oakman Inns sites across the Easter break.”

So, we got to work.

Towels folded on a made bed. In the background, an art-adorned wall.

Approach

We recommended deploying a strategic Google Ads campaign targeting both location-based searches and customers looking for hotels near key points of interest.

Two strategies were proposed:

• Site-specific campaigns: Each hotel would have a dedicated campaign, allowing for localised targeting and personalised ad creatives.

• Group-level campaign: A unified campaign directing users to a single landing page featuring all nine hotels, enabling users to choose the most suitable location.

Both approaches would optimise for conversions using compelling ad creatives, any seasonal promotion, and a seamless landing page experience.

A decision was made to opt for the site-specific route, trialling three select hotels for this campaign.

We had a modest budget, employing a Performance Max* campaign test for the hero site.

*”Performance Max is a goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It's designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.”

A hand holding an iPhone with an Oakman Inns hotel PPC ad showing.

Results

This approach led to strong conversion rates and a massive 1,121% return on ad spend, with ads often outperforming much bigger pub and hotel brands.

This campaign saw:

• 73,310 impressions
• 2,230 clicks
• An average cost per click cost of 50p
• An average click-through rate of 3%
• Resulting in 72 bookings

With an average order value of £175 per conversion, this campaign was estimated to have driven £12,600 of value to the business.

What our clients say

Hannah Milton

Oakman Inns

From the initial kick-off meeting through to execution, the team at Brew were great to work with. Consistently providing valuable recommendations and insightful analysis they helped to deliver a successful campaign. Throughout the project they helped us consider the full customer journey, beyond the ads themselves, with suggestions of optimising the website to help boost the conversations and meet the campaign objectives. It was also exciting to see the impact of Pmax, a new approach for us, in raising awareness of the Festive offering and effectively reaching potential guests higher up the funnel.

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