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Quirk Richmond

High Impact, Low Spend: The Power of Performance Max

Quirk Richmond

CampaignsPerformance Marketing

14x

Increase in bookings

5:1

ROAS

398%

Increase in conversion rate

What We Did:

Quirk Richmond faced challenges in maximizing its digital marketing efforts due to a limited budget. Historically, the hotel relied on separate paid search and Google display campaigns, but this fragmented approach led to less-than-optimal results, including lower occupancy rates and inefficient ad spending. The primary goal was to increase room bookings while improving the efficiency of ad spend. To address these issues, the hotel unified its marketing efforts by transitioning to Google Performance Max, a comprehensive campaign type that leverages Google’s machine learning to optimize performance across all Google channels, including Search, Display, YouTube, Discover, Gmail, and Maps.

Impact:

The transition from Nonbrand PPC to the Performance Max campaign significantly improved key performance metrics. Impressions increased by an impressive 45 times compared to the previous period, while clicks rose by 27 times.

The most notable improvement occurred in the conversion rate, which increased by 398%. This enhanced conversion efficiency led to a sharp rise in online bookings, which were 14 times higher than before and a 16x increase in revenue achieving a remarkable return on ad spend of 5:1, a substantial improvement over the previous strategy, which delivered just 1:1. This shift represents a significant increase in efficiency and underscores the campaign’s effectiveness in driving measurable, impactful results.

A woman with long, wavy hair in an off-the-shoulder white dress sits at a white table outdoors, holding a drink, with sunlight streaming over her at sunset and a cityscape in the background.
Text on a peach background reads: "Conversion Rate increase 398%" in bold black letters, with a large upward arrow in light brown at the bottom left.
A couple sits closely together on a pink curved sofa in a bright, modern café, sharing a kiss at a small marble table. The room features pink and white decor, large windows, and minimalistic furnishings.
Black background with large white text reading "ROAS 5:1" at the top; below is a gray upward-right arrow.
Five women in matching pink floral pajamas sit at a counter with coffee and pastries, smiling and talking, seen through a window with "QUIRK RICHMOND" in large letters. Reflections of buildings and trees appear in the glass.
White text on black background reads "Online Bookings increased 14x" above rising rows of white circles, visually representing the growth.
A black and brown dog sits next to a blue suitcase with tan straps inside an elevator with pink walls featuring whimsical animal drawings.
A large arched window with striped awning displays the warmly lit entrance of Quirk Hotel in Richmond, VA. Pink flowers are in a pot outside, and people are visible inside the stylish lobby.
A smiling couple in pajamas sits on a bed with a golden retriever, each holding a glass of orange juice. A painting of a circus tent and horse hangs on the wall behind them.
A modern hotel lobby with two men standing behind a gold reception desk. Behind them are shelves with neatly arranged items. The space features white vaulted ceilings and a geometric chandelier with hanging lights.
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