Reduced Cost per Conversion by 85%: A Full-Funnel Digital Campaign for a Leisure Destination 

The client is a countryside leisure complex offering accommodation, dining, SPA services, and event venues. The business aimed to increase brand awareness and drive bookings among a solvent urban audience looking for short-distance getaways.

To achieve this, we developed a digital campaign combining upper-funnel media and performance channels. Despite a limited budget, the strategy delivered measurable results. Below, we outline the approach and outcomes.

Strategy and Objectives

Target Audience

The campaign targeted high-income urban residents who:

• are looking for countryside leisure with a wide range of on-site services;
• prefer destinations located within a short driving distance from home.

Campaign Objectives

The campaign focused on two core goals:

• increasing brand awareness
• driving bookings

Tools and Implementation

We focused on channels that could simultaneously build demand and convert intent into action. A critical element of the setup was booking tracking. We implemented Campaign Manager 360, enabling real-time attribution and allowing us to assess the contribution of each channel across the funnel.

Thanks to precise targeting and transparent analytics, the strategy was closely aligned with audience behavior. We focused on users actively searching for countryside leisure options, ensuring efficient budget allocation.

Channels Used

Brand Awareness

• YouTube — video ads highlighting the leisure experienceand key destination benefits
• Display & Video 360 — display placements to reach incremental audiences not exposed to video

Booking Generation

• Google Search — coverage of category, branded, and competitor queries (excluding irrelevant destinations such as large resort hubs).  
• Performance Max — automated, conversion-focused campaigns targeting users actively searching for leisure and getaway options

At launch, a larger share of the budget was allocated to upper-funnel channels to generate demand. As performance data accumulated, spend was gradually reallocated toward lower-funnel channels.

Optimization During the Campaign

Insights from Google Analytics and Campaign Manager 360 enabled accurate performance across all channels.

Starting from month three:

• Display placements were paused, as video proved more effective for building brand awareness
• Performance Max was stopped, and the budget was shifted to Google Search, which delivered higher-quality leads and stronger conversion performance.

Campaign Results

Over four months:

• conversions increased 17× compared to the first month;

сost per conversion decreased 6×.

Additional insights:

• 2% of total bookings were generated after clicks on display ads;
• the highest display conversion rate — 7.1% — was recorded in the first month of the campaign.

Campaign Summary

Through precise targeting, a full-funnel digital strategy, and ongoing optimization, we significantly increased bookings while reducing customer acquisition cost by six times.