Seek Marketing Partners
About Big Sur Lodge (PPC)
Big Sur Lodge is well known for its exquisite beauty, dramatic vistas and temperate climates. Enjoy a peaceful, serene vacation in any of our 61 cottage-style guest rooms nestled in the forest. They provide services for Wedding venue & planning, dining, lodging, etc.
Their Goals
- Fix/replace the Pmax campaign that has a deteriorating performance
- Increase bookings
- Increase conversion value
- Maintain conversion flow once made
- Keep the campaign costs within the limit
What We Did
We launched a fresh Performance Max campaign that mirrored the original structure but benefited from a reset algorithm, allowing it to re-enter the learning phase and recalibrate for improved results. To maintain continuity, we reapplied the same search themes, keywords, and creative assets, while closely monitoring early performance signals. Based on initial data, we made iterative adjustments to guide the campaign toward stronger engagement and more efficient conversions. By the end of it, we have achieved our goal of reviving a dying campaign and even reached a higher peak for the campaign limit compared to its previous iteration.
Big Sur Lodge (PPC) Project Overview
Client Name:
Big Sur Lodge (PPC)
Client Industry:
Guest Services, Hospitality
Services Provided:
Google Ads Management
Project Duration:
January - Sept 22, 2025
Case Study Trigger Date:
June 4, 2025
The Challenge
The campaign has a deteriorated algorithm that has lost its effectiveness. Find a way of solving this to not bleed out more in account growth
The Strategy
To reinvigorate the declining PMax campaign, we opted for a full refresh by resetting the algorithm with a brand new campaign to re-enter the learning phase with a clean slate. Instead of patching a fatigued setup, we rebuilt the campaign from the ground up using the same high-performing search themes, keywords, and assets. This approach allows the system to re-learn audience behavior, optimise delivery, and regain traction with renewed efficiency.
Our goal was to:
- Preserve proven elements while giving the algorithm a fresh start.
- Reignite performance by reintroducing the campaign into its learning curve.
- Create a more responsive and adaptive environment for audience targeting and conversion growth.
The Execution
We launched a brand-new PMax campaign that mirrors the original in structure but benefits from a reset algorithm. This included:
- Reapplying the same search themes, keywords, and creative assets to maintain continuity.
- Allowing the campaign to re-enter the learning phase, giving the system space to recalibrate and optimise.
- Closely monitoring early performance signals to ensure the new setup is gaining momentum.
- Making iterative adjustments based on initial data to guide the campaign toward stronger engagement and conversion metrics.
After launching the Refreshed campaign, the metrics it delivered speaks for itself.
The Results
January – June 3 of Previous Pmax Summary
June 4 – September 2, 2025 of Refreshed Pmax Summary:
The refreshed campaign has shown their strengths in recreating the former Pmax and even surpassing it in their own metrics. You could also notice that the total conversion value of the refreshed campaign and the average ROAS is higher compared to the previous Pmax even though there are fewer months to rely on.
- Total Conversion Value of Refreshed Pmax: 130369.03
- Total Conversion Value of Previous Pmax: 96,114.76
- Average ROAS of Refreshed Pmax: 25.3425
- Average ROAS of Previous Pmax: 9.356666667
What's Next
The next step is to keep the campaign algorithms in a healthy state while maintaining profitability. This means preserving consistent traffic and engagement to avoid disrupting performance history, minimising abrupt changes that could reset learning phases, and continuing to prioritise high-performing segments. By focusing on algorithm stability and disciplined budget management, the account remains well-positioned to deliver reliable results and sustained value over time.
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