To support the OXO Tower marketing team by implementing a paid ads strategy to increase bookings.
– Created an effective marketing funnel to guide users from awareness to booking conversion.
– Ran Awareness and Traffic Ads to build engagement and lead into conversion-focused campaigns.
– Implemented additional Pixel Events for more granular tracking and optimization.
– Developed and leveraged Custom & Lookalike Audiences to refine targeting and maximize bookings.
– Updated conversion tracking for more accurate measurement and insights.
– Introduced Dynamic Search Ads to expand reach and improve conversion rates.
– Refreshed Demand Gen content to align with the latest audience trends and behaviours.
– Conducted keyword updates to optimise ad relevance and improve ad ranking.
– Created new asset groups for the PMAX campaign to promote specific activations.
– Tracking inconsistencies that required deeper refinement in pixel implementation.
– Competition for ad placements leading to ongoing bid strategy adjustments.
– Seasonal fluctuations impacting user behavior and demand.
Google Ads December 2024 – Feb 2025 ROAS: 900 bookings x 75 = £67500
Revenue £30000 vs spend £4700 = ROAS x14.4
Meta Ads December 2024 – Feb 2025 ROAS: 940 bookings x £50 = £47000
Revenue £47000 vs spend £3035
Historical Performance & Growth
Over the past campaigns, we have consistently improved tracking accuracy, ensuring better insights and optimisation.
– Cost Per Booking has decreased due to refined audience targeting and improved conversion-focused ad creatives.
– Google Ads Quality Scores have improved, lowering CPCs while increasing visibility.
– Meta Ads have seen higher engagement rates, contributing to more organic reach and increased return on ad spend.
– Seasonal promotions and event-specific campaigns have shown steady improvements in CTR and conversion rates.
= ROAS x15.5
– Further refinement of audience segmentation for even better targeting efficiency.
– Testing new creative formats and interactive ads to enhance engagement.
– Expanding retargeting strategies to capture potential customers who haven’t converted yet.
– Exploring additional channels such as TikTok Ads
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