Seek Marketing Partners
About Blue Spring State Park (PPC)
Blue Spring State Park proudly presents themselves as Florida’s No. 1 Manatee Refuge & Natural Wildlife Habitat. The services they provide are: boat tours, kayaking, canoeing, swimming, paddle boarding, and biking.
Their Goals
- Fix the false leads that are in the campaigns.
- Increase conversion value
- Increase bookings
- Increase maintain campaign performances even during off-season.
- Keep the campaign costs within the limit.
What We Did
We optimised the campaign by making strategic, incremental budget adjustments throughout the month to guide the algorithm toward more meaningful conversion actions. To preserve the algorithm of the campaigns, we selectively applied Google Ads’ recommendations that are aligned with our existing structure and goals. Creative assets were refreshed regularly to maintain visual appeal and relevance, while a targeted set of negative keywords was implemented to filter out low-intent traffic and improve lead quality. This approach allowed us to fine-tune performance without disrupting the campaign’s momentum.
Blue Spring State Park (PPC) Project Overview
Client Name:
Blue Spring State Park (PPC)
Client Industry:
Hospitality
Services Provided:
Google Ads Management
Project Duration:
March 31, 2025 - May 31,2025
Case Study Trigger Date:
May 1, 2025
The Challenge
Blue Spring State Park had conversion action data that was bloating the conversion value, which messed up with the algorithm that was set up before. Fixing the campaigns to its ideal state should be the priority to not make any incorrect evaluations. This period was right in the day the problem was found and changed to reflect the true values that the campaign reports.
The Strategy
We want to not disturb the algorithms that were already set in place since they are working fine, all we have to do is have the campaigns funnel back into the conversion action that actually provides a valuable data metric.
- No drastic changes in the campaign configurations.
- Encouraging a proper way to lead the customer on making a purchase.
The Execution
We implemented:
- We made subtle changes around the budget throughout the month to prompt the campaign algorithm into funneling into the meaningful conversion action.
- Applications of recommended changes by Google ads to not disturb the system we’ve built.
- Asset refreshing to keep creatives appealing and updated.
- Negative keywords for filtering out unnecessary traffic.
By the month of May, we see the account take hold to its former ROAS before the application of the broken value.
The Results
Month of May Summary:
- Unchanged Conversion Value: 4,320.22 (-1.43%) (Even after the cost was reduced)
- Decrease in cost: $539.80 (-32.01%)
- Considerable Growth in ROAS / ROI: 8.00 (+44.97%) it is now similar to the ROAS the account had before the unreliable conversion action)
- Outcome: In May, the account maintained a stable conversion value despite a significant reduction in overall cost, demonstrating improved efficiency in campaign delivery. This leaner spend contributed to a considerable increase in return on ad spend, bringing performance back in line with levels seen prior to the unreliable conversion action. The results affirm that the current strategy is effectively balancing cost control with value generation.
What's Next
The future goal is to maintain profitability while operating within reduced budget levels. This means:
- Monitoring performance closely to identify opportunities for micro-optimisations without increasing costs.
- Preserving algorithmic stability by avoiding disruptive changes that could impact delivery efficiency.
- Leveraging proven strategies to ensure each amount spent continues to generate meaningful returns.
By staying focused and data-driven, we aim to sustain profitability and performance even as budget constraints remain in place.
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