The situation
When we took over in October 2025, the Google Ads account was mixing branded terms into every campaign, which inflated the numbers and hid what was actually working.
Year-over-year revenue was sliding, and the account needed a rebuild that reached new customers instead of harvesting people already searching the brand name.
What we did
We ran the Growth System ad-led, rebuilding Google Ads by purpose so brand and discovery could be read separately, and added a Facebook funnel underneath.
- Google Ads restructured by purpose: a brand campaign for branded searches only, and non-branded campaigns for discovery.
- Day-parted budgets to match booking patterns, plus tighter geo-targeting.
- Seasonal pushes for Black Friday, Christmas, Valentine's, and Easter.
- A Facebook top-of-funnel campaign feeding a bottom-of-funnel retargeting funnel.
The results
- +45.6%Google Ads revenue December 2025 vs 2024, on only +2.5% spend
- +42%ROAS year over year, same month, same market
- -21%cost per booking over the same period
Monthly Google Ads reports; account ROAS ran about 7X in the October 2025 onboarding month, then held roughly 8.5X to 11X, and Facebook retargeting hit 26.28X in February 2026.
The cleanest proof in the set: same month year over year controls for season, so nearly flat spend delivering 45.6% more revenue points straight at the rebuild.
