The Challenge
Thavorn Palm Beach Resort is a luxury hotel on Karon Beach in Phuket. Guests can join yoga classes and wellness activities, and the resort describes itself as a place where Thai tradition meets nature.
The resort wanted to attract high-end guests from abroad through more online bookings and better quality leads. Its marketing goals were a stronger online presence and the highest possible return on ad spend (ROAS), but it had a very limited budget. It needed a digital marketing strategy that would reach its target audience and persuade them to book.
Our Approach
Primal organised the work around 2 aims, brand awareness and conversion performance. We added micro-conversions at every point where a customer interacted with the brand, to collect the data needed for better decisions.
Value-based bidding was set to maximise conversion value, to improve lead quality and raise conversion rates. We also expanded Dynamic Search Ads to reach customer demand that keyword-specific ad groups could miss.
Part of the budget went to branded campaigns, and we tried new channels, the Google Display Network and demand generation.
Outcomes Achieved
The micro-conversions gave more detailed and accurate performance data, which helped Primal set better bids. Value-based bidding brought better quality leads and higher conversion rates, and the wider use of Dynamic Search Ads reached more people and captured extra demand. Branded campaigns and the Google Display Network made the brand more visible to potential guests.
Primal also widened the resort’s market reach, using search trends, Google Analytics 4 and the client’s own insights to enter new markets. The result was more website traffic, better quality leads and more revenue for the resort.
- 51%Increase in Bookings
- 1,467%Increase in Revenue
- 54%Increase in Return on Ad Spend (ROAS)
Key Insights
- Micro-conversions at every customer interaction gave more detailed data, and that data led to better bids.
- Value-based bidding brought better quality leads and higher conversion rates.
- Bookings rose 51%, revenue rose 1,467% and ROAS rose 54%.
