Farncombe Estate – 401% Increase in Google Ad Revenue for Hotel Bookings

Google Ads

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Increase in Google Ad Revenue

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Increase in Gogle Ad ROAS

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Decrease in Average Cost per Click

We worked with Peter and WSNH Digital for a number of years, his knowledge and service was second to none and I would highly recommend Peter to anyone looking to boost their Digital presence and revenue.

Ellie Hinchey

Brand & Marketing Manager , Farncombe Estate

The Brief

Farncombe Estate is a group of luxury hotels in the Cotswolds near the village of Broadway. The hotels Dormy House, Foxhill Manor and The Fish make up the core offering. They approached WSNH to handle their Digital Marketing.

One aspect of our work with Farncombe Estate was the management off their Google Ads for all 3 of their hotels. The main aim was to drive bookings for the hotels. They were achieving reasonable success with the Ads which were profitable, but we felt more could be done.

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Our Approach

Firstly, we analysed all the keywords that were used for the hotels to establish what was driving bookings and what wasn’t. This was important because it helped us to determine what keywords were wasting money and which would reach those customers with real buying intent. This is particularly significant when working with luxury brands where there is often a high number of window shoppers. From here we optimised all Ad assets to make sure they conveyed the brand of the hotels as accurately as possible. We didn’t want any expectation gaps for potential customers.

Following this process, we designed and implemented detailed and accurate tracking so we could monitor and optimise the entire user journey to make sure we were converting the customers already on the website to paying customers. No point getting an extra few thousand visitors if they don’t convert.

All these measures along with a few more tricks of the trade and careful weekly management led to the performance increases we were hoping for.

The Results

Based on 3 years with WSNH compared to the previous 3 years with a different agency we achieved excellent results for the client. These results are even better considering we managed the Google Ad transformation during the pandemic when the hotels were forced shut.

Google Ad results averaged out across the 3 hotels were: