Case Study: How a GDN Campaign Tripled a Luxury Hotel’s Breakfast Package Production
by Madison Allen
We launched a targeted Google Display Network (GDN) campaign for a 5-star luxury hotel in Chicago. The goal was to increase bookings for their breakfast offer and boost overall visibility to the hotel’s target audience. The campaign successfully leveraged precise audience targeting to reach travelers and business professionals likely to visit Chicago. The campaign not only met but drastically exceeded all key performance indicators (KPIs), resulting in nearly 4x the projected traffic and 3x the targeted revenue.
1) Campaign Goals
The primary objective was to drive direct bookings for the hotel’s signature breakfast offer and, in doing so, increase overall F&B revenue.
To measure the success of the campaign, we established the following KPIs:
- Website Traffic: Achieve an increase of at least 13,000 visitors.
- Click-Through Rate (CTR): Maintain a CTR greater than 0.5%.
- Offer Revenue: Generate a minimum of $50,000 in revenue from the breakfast offer.
- Targeting: Elevate the hotel’s visibility among a key demographic of high-propensity travelers and business professionals within specific age groups and interests.
2) Strategy & Execution
For the campaign, we utilized the Google Display Network to place visually compelling ads across a network of relevant websites. The strategy centered on precise segmentation, targeting high-intent audiences with:
- A high likelihood of visiting Chicago.
- Interests consistent with luxury travel and high-quality dining experiences.
- Alignment with the hotel’s key age and professional demographics.
This focus on quality traffic ensured the ads were shown to the most relevant prospects, maximizing the potential for conversion.
3) Quantifiable Results: Exceeding Expectations
The GDN campaign was a success, achieving all original goals and significantly surpassing the targets. The effectiveness was measured directly via Google Analytics and internal booking systems:
4) Return on Investment (ROI)
The strategic use of the Google Display Network led to exceptional financial performance.
The campaign generated over $150,000 in revenue from direct bookings of the hotel’s breakfast offer. This achievement tripled the initial revenue goal of $50,000, highlighting the campaign’s powerful contribution to the hotel’s visibility and package revenue production. The resulting Return on Ad Spend (ROAS) was 12.5:1, demonstrating an efficient and profitable campaign deployment.
The campaign’s success underscores the effectiveness of a data-driven approach to display advertising. By driving high-quality, targeted traffic to the offer page, the GDN campaign not only elevated the hotel’s visibility within its target market but also delivered immediate and significant measurable returns.
About Cogwheel Marketing
Cogwheel Marketing™️ is a full service digital marketing agency specializing in branded hotels, first leveraging brand systems then coupling that with supplemental strategies to maximize total online presence. Their reporting and business intelligence tool, Cogwheel Analytics, aggregates data from multiple sources to allow companies to identify trends and opportunities in their online presence. Our defined processes ensure the best positioning for your hotel against the competitive set and against other hotels of the same brand. Let us work with your sales and revenue management teams to identify and close the gaps and target your ideal guests.
