59% Decrease in Cost per Lead
Boosting Leads and Holiday Bookings with Optimised Digital Marketing
Who Are Verdant Leisure?
Verdant Leisure is a leading UK-based holiday park operator with multiple locations across Scotland and Northern England.
They offer both holiday accommodations and ownership opportunities for customers looking to purchase holiday homes. Verdant Leisure approached us with the goal of enhancing their digital marketing efforts, specifically in lead generation for holiday home ownership and boosting holiday bookings.
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The Challenge/Brief
Verdant Leisure was experiencing a decline in holiday bookings as the summer months progressed. Additionally, their ownership lead generation campaigns were delivering inconsistent results with high cost per lead, particularly from cold audiences. They needed an efficient digital marketing strategy that would target the right audience and optimise ad spend to increase conversions and lead quality.
- To increase the quality of leads through social media advertising
- To generate consistent holiday bookings
- To target specific audiences for the various parks in the group
The Process
Identify target audiences
Identify how to target them
Deploy targeted campaigns
Track and measure performance
Review, report and adjust
The Solution
We worked closely with Verdant Leisure to implement targeted social media advertising campaigns across Facebook and Instagram, focusing on both holiday home ownership and holiday bookings. Our strategy included:
1. Ownership Campaigns
We transitioned from a traffic and retargeting strategy to a conversions-focused approach using Facebook and Instagram lead forms. This change, combined with a longer lead form to ensure high-intent inquiries, reduced the cost per lead dramatically.
2. Holiday Campaigns
For holiday bookings, we concentrated on retargeting website visitors, which proved to be the most effective approach, driving 441 bookings at an average cost of £5.03 per purchase for the Northern Parks campaign.
3. Ad Creative Testing
We tested various creatives, including single image and carousel ads. The most successful creatives were simple images featuring families, which generated the majority of holiday bookings.
Results
Overall, the refined strategy significantly improved cost efficiency while boosting both lead volume and booking conversions.
- Ownership Leads: Over three months, the ownership campaign generated 668 leads, with the average cost per lead dropping to £12.31 in August from a previous average of £30.11.
- Holiday Bookings: A total of 672 holiday bookings were secured, with Facebook contributing 88% of these conversions. Northern Parks achieved particularly strong results, with retargeting campaigns delivering bookings at an average cost of £5.03.
- Cost Efficiency: The refined strategy reduced Verdant Leisure’s overall ad spend while increasing the quality and volume of leads and bookings.
- 668 ownership leads in 3 months
- 59% decrease in the cost per ownership lead
- 672 holiday bookings secured from our ads
- 88% holiday bookings coming from Facebook
- Average cost per booking just £5.03
