The challenge
Top Villas had been running Google Ads campaigns since 2010, but by 2019 the company recognised the need to take performance to the next level. Although conversions were being generated, more than half were coming from brand-related queries – travellers already familiar with Top Villas. This reliance on existing brand equity limited opportunities to capture new audiences actively searching for luxury holidays.
The key challenge was therefore twofold: reduce the dependence on brand-driven traffic and grow bookings from customers with no prior awareness of the company.
To achieve this, Gooey Digital needed to conduct a comprehensive analysis of historic performance data, evaluate campaign structures, and identify opportunities across multiple regions including the UK, US, Canada, and Ireland. Success required not only technical improvements, but also close collaboration with the business owners to ensure that advertising activity reflected commercial objectives, seasonality, and audience behaviour.
The solution
The engagement began with a full data audit of all historic paid media activity, including performance trends, audience targeting, and competitor positioning. From this, Gooey Digital uncovered clear opportunities to expand reach, reduce wasted spend, and diversify the traffic mix beyond brand-led queries.
Working closely with the Top Villas team, Gooey implemented a complete restructuring of international Google Ads campaigns, refining account architecture to improve efficiency and aligning activity with core business priorities.
This involved rebalancing spend across markets, introducing campaigns that targeted high-intent generic search terms, and building out audience segments based on travel behaviours and booking patterns.
Continuous analysis and refinement ensured that the campaigns remained agile, responsive, and profitable, while reinforcing Top Villas’ position as a leading name in luxury travel.
Results
The impact of the new approach was both immediate and sustained. Within the first year, conversions rose by 58%, while conversion rates improved by 23%. At the same time, cost per conversion fell by 21%, ensuring that budget was being used more efficiently to deliver stronger returns.
Most importantly, the strategy achieved the central objective: Top Villas expanded their customer base by capturing travellers who had not previously engaged with the brand.
By leveraging data analysis, technical account improvements, and a collaborative working relationship with the business, Gooey Digital delivered a paid media programme that not only boosted bookings but also positioned Top Villas for long-term growth across international markets.
The team at Gooey Digital have delivered great PPC results for us over the past 18 months. We’ve been seriously impressed by their dedication and proactive approach to getting things done, and we wouldn’t hesitate to recommend them. On several occasions they’ve gone the extra mile, often at short notice, to provide important insights on existing campaigns and suggest new ways for us to connect with customers.
