Increased conversion rate by over 25% and reduced cost per acquisition to £11
Newquay Activity Centre have over 20 years’ experience specialising in surfing and bodyboard instruction but also offer kayaking, coasteering, paddle boarding, and snorkelling. As TripAdvisor’s top outdoor activity provider and three-time gold winners of Cornwall Tourism Awards, they are one of the country’s leading outdoor activity centres with a stronghold in Newquay.
They have a strong image of being part of the local community and helping people destress by helping them to get outdoors and enjoy the natural coastline. Their dedicated instruction and activities appeal to children, adults, and even professionals, seeing as they have top-level professionals on their team, along with the business’s director being European bodyboarding champion, Rob Barber.
Description
I was approached by Newquay Activity Centre to help relaunch their campaigns after COVID-19 lockdowns had suspended their activities. It was important for them to get a strong restart after their business had suffered so much in the lockdowns. I wanted to help them as best I could with my knowledge of Google Ads to drum up new customers, awareness, and brand presence. I wanted to spend some time learning about their business and the sector to be able to do this.
During initial meetings with Newquay Activity Centre, they told me they had tried to implement some ad campaigns themselves but with little success. After looking at the campaigns myself, I quickly realised they had not been set up correctly.
The search targeting in particular was poor. Instead of trying to fix their campaigns, I recommended setting up a new campaign for a fresh start. I created nine new ad groups and set up conversion tracking in Google Analytics to track enquiries to learn more about searching trends within this sector. I also set up a dynamic search ad group to target more unique searches.
This resulted in the conversion rate increasing to over 25% because I had improved the search targeting. Cost per acquisition decreased to £11. Newquay Activity Centre were very pleased with this result, and I was glad that I could help them get back on their feet after such a difficult time during the lockdowns.
The Challenge
Newquay Activity Centre needed help restarting their business after the COVID-19 lockdowns had affected them so severely. Their current ad campaigns were not successful, and I had to decide whether to fix their campaigns or create new ones.
The Solution
I set up a new campaign instead of trying to fix their old campaigns. I created nine new ad groups and set up conversion tracking in Google Analytics to track enquiries. I also set up a dynamic search ad group to target more unique searches.
The Result
Because of my work, conversion rate increased to over 25% and cost per acquisition decreased to £11. This will help Newquay Activity Centre get the kickstart they need now that COVID-19 restrictions have been withdrawn.
