Seek Marketing Partners
About St Andrews State Park
St. Andrews State Park is located at Panama City Beach, Florida. The services they provide includes Dolphin Snorkel Tour, Shell Island Ferry, Wedding venue & planning, etc. Whether you’re seeking an adventurous exploration or a peaceful retreat of Florida’s natural beauty, St. Andrews State Park and Shell Island await to enchant you with their shoreline charm.
Their Goals
- Increase traffic to their website
- Increase conversion value
- Increase campaign effectivity whenever an opportunity arise
- Maintain conversion flow once made
- Keep the campaign costs within the limit
What We Did
We expanded reach by launching a new Performance Max campaign and added three targeted Search campaigns focused on Sunset Dolphin Cruise, Dolphin Snorkel Tour, and Beach Weddings as additional campaigns for the services provided by the client. Keyword strategies were refined using high-performing terms and a robust set of negative keywords to improve relevance and lead quality. Creative assets were refreshed regularly to maintain engagement, and underperforming campaigns were paused to concentrate budget and efforts on the most effective initiatives. This resulted in a better peak season compared to the previous year especially in terms of ROAS.
St Andrews State Park Project Overview
Client Name:
St Andrews State Park
Client Industry:
Hospitality
Services Provided:
Google Ads Management
Project Duration:
May - Aug 2025 & May - Aug 2024
Case Study Trigger Date:
May 2025
The Challenge
The challenge with St. Andrews State Park is to build a rapport with the audience & create brand awareness.
The Strategy
We want to expand on the account as a whole and the services that they provide to be showcased more.
- Create more campaigns.
- Explore more opportunities.
- Replace low performing campaigns
The Execution
We implemented:
- Creation of a new Pmax campaign for broader reach .
- Addition of 3 Search campaigns
- Sunset Dolphin Cruise
- Dolphin Snorkel Tour
- Beach Weddings
- Refined Keyword strategies by utilising their popularity as well as adding negative keywords.
- Asset refreshing to keep creatives appealing and updated.
- Paused several campaigns that were not up to par in their performance.
By the month of May to August 2025, the account has grown considerably compared to their previous peak period.
The Results
May – August 2025 Summary:
- Dramatic Increase in Conversion Value: 188,155.90 (+155.23%)
- Major contributor for that is the newly created Pmax campaign which has 137,578.14 (73.12% of the total conversion value in this time period)
- Decrease in cost: $7,872.18 (-21.82%)
- Massive Growth in ROAS / ROI: 23.90 (+226.47%)
- Brand Campaign ROAS Growth: 18.23 (+144.29%)
- Outcome: Comparing the peak period of May – August 2024 & May – August 2025, the account delivered exceptional growth in overall conversion value, driven primarily by the launched Performance Max campaign, which emerged as the top contributor during this period. Despite a reduction in total ad spend, the account achieved a substantial increase in return on ad spend, reflecting improved efficiency and stronger purchase behavior. The brand campaign also saw notable gains in profitability, reinforcing the effectiveness of a dual approach that balances broad reach with brand-focused messaging.
What's Next
At this stage, the focus remains on maintaining profitability. With the current strategy delivering consistent returns, there are no immediate plans for expansion or experimentation. Instead, we will:
- Continue monitoring performance closely to ensure efficiency and stability.
- Preserve high-performing campaign structures that have proven effective in driving value.
- Avoid unnecessary changes that could disrupt algorithmic momentum or impact delivery.
- Maintain cost discipline while reinforcing the tactics that support sustained profitability.
This steady approach ensures the account remains resilient and profitable, even in a low-budget environment.
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