Boating in DC (PPC) Project Overview
Client Name:
Boating in DC (PPC)
Client Industry:
Hospitality
Services Provided:
PPC
Project Duration:
January 2025 – July 2025
Case Study Trigger Date:
January 1, 2025
The Challenge
Boating in DC wanted to get more value from their ad spend. They were running PPC campaigns, but results had hit a ceiling. There wasn’t a clear campaign structure, and they weren’t making the most of seasonal peaks.
To grow, they needed better targeting, more efficient use of budget, and campaigns that aligned with when and how people actually booked their boating experiences.
The Strategy
We began with a full audit of their Google Ads account and put together a plan to scale the account properly. Our approach included:
- Separating branded from non-branded campaigns
- Using both Search and Performance Max campaigns
- Prioritizing high-converting keywords and services
- Shifting budgets based on seasonal demand
- Ongoing testing and creative refreshes
The goal: make every click count, especially during the spring and summer rush.
The Execution
Here’s what we rolled out:
- A clear, organized campaign structure
- Branded search campaigns with strong intent
- Performance Max campaigns tailored to boating interests
- Regular keyword cleanups and budget shifts
- Weekly performance checks and optimizations
We also worked closely with the client to align campaign messaging with real-time booking trends.
The Results
Comparing Jan–June 2025 to the previous July–Dec 2024 period:
🔢 Performance Growth
- Ad Spend: $10,014.54 (+250.74%)
- Conversions: 2,887.82 (+25.18%)
- Revenue from Ads: $106,933.62 (+26.98%)
- ROAS: 10.68
💡 Notable Wins
- Purchases up by 14.83%
- Phone call leads more than doubled (+157.5%)
- Website sign-ups and checkout starts increased
Even though ROAS dropped slightly (as expected with a major budget increase), overall performance improved. We drove more actions that mattered — especially bookings and calls.
🎯 Best-Performing Campaigns
- PMax – Season Pass: Boating & Kayaking
- PMax – Season Pass Focus
- Branded Search
What's Next
We’re now shifting focus to post-peak campaigns and remarketing strategies. Looking ahead to 2026, we plan to expand our Performance Max strategy and test new landing page variations to drive even more conversions.
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