Summary

For a seasonal outdoor business, there is a limited amount of time to reach potential customers and turn interest into bookings. Our goal was to help the company capture more qualified demand during the busiest part of the year while making better use of its advertising budget. Before the season began, we reviewed the previous year’s campaign data to identify which trips, destinations, keywords, and searches were most likely to generate bookings. We then focused more of the budget on those high performing areas. We also updated the ad messaging to better match what potential customers were searching for and refined targeting to reduce traffic from people who were less likely to book. Throughout the season, we closely monitored performance and shifted budget toward the days, campaigns, and searches producing the strongest results. Compared with the same dates last year, the campaigns generated 77% more leads while reducing the cost per lead by 30%. The conversion rate also improved by 37%, meaning a larger percentage of website visitors took action. By using past performance data and making ongoing adjustments throughout the season, we helped the company generate more opportunities and stronger results during its most important time of year.