94% more leads, 52% lower cost per lead
Over a 6-month window, Rose Guest House saw a 94% increase in leads while cost per lead dropped 52%.
The challenge
Rose Guest House is a South African bed and breakfast taking direct bookings from travellers looking for a place to stay. The Google Ads account was driving relevant traffic but bookings were not following through at the rate they should have. During the baseline period they were generating 18 leads at R453 per lead.
What we did
We tightened the Google Ads account around the searches that actually drive bookings, like guest house and B&B searches in their area, and pushed the wasted spend out with negative keywords. Our team fixed conversion tracking so we could see real booking enquiries instead of guessing. We also worked with the client on Google Business Profile improvements to support the ads, and reviewed performance weekly so spend kept moving to what was filling rooms.
The results
In the following 6 months, leads increased from 18 to 35 — a 94% improvement. Cost per lead dropped from R453 to R219 — a 52% reduction.
