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St Andrews State Park Project Overview
Client Name:
St Andrews State Park
Client Industry:
Hospitality
Services Provided:
Google Ads Management, PPC
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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