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Clients and Results
At a glance
- Conversions rose over 50%
- Conversion rate increased 29%
- CPA dropped by -37%
- ROI targets hit
”Our previous agency struggled to understand the unique dynamics of our business. We needed a partner who truly understands the travel sector and could act fast. With Search Machines, we finally found that partner, and the turnaround in our search performance has been remarkable. Thanks to their expertise, we've seen a 50% increase in conversions and a 37% reduction in CPA. We finally feel like our campaigns are in safe hands.
Karen Hanton MBECEO, Petspyjamas
“We’ve seen a 50% increase in conversions and a 37% reduction in CPA”
Petspyjamas is the UK’s leading dog-friendly travel company, offering curated getaways for pet owners and their four-legged companions. With thousands of pet-welcoming hotels, cottages, and unique stays across the UK and Europe, Petspyjamas makes it easy for customers to book memorable, pet-inclusive holidays.
The Challenge:
Petspyjama’s primary goals were:
- Reduce CPA – Lower CPA from its current rate to meet target thresholds.
- Increase Monthly Conversions – Raise conversions significantly to improve overall sales volume.
- Achieve Positive ROI – Return the account to break-even and continue building profitability.
Search Machines’ Solution:
The overall objectives all point to improving account health and there were 3 main strands to our approach
- Fix any critical issues in the existing campaigns before we switched over
- Use our AI capabilities to rapidly build out a best-in-class account
- Look for opportunities to improve website conversion rate
And of course, do all that without breaking anything along the way!
The first step was to stabilise the patient! We fixed several critical issues with the existing campaigns eg. Advertising hotels that were no longer listed with Pets Pyjamas
The next step was the innovative use of our AI tech to build an entire new account in a week:
1. Full keyword coverage – we used our AI tool ATLAS to gather all relevant search terms relating to dog friendly hotels in the UK.
2. Targeted intent matching – we then trained ATLAS to understand all those terms and to focus on higher intent “dog friendly” terms
3. Hyper specific ads – with great high intent terms we then built our hyper specific ads for each search term identified
4. Structure design for bidding – the campaign structure was then designed to help Google’s CPA bidding function more optimally
Alongside our search marketing efforts, we collaborated with Petspyjamas to identify and implement website changes that could improve on-site conversion rates. This dual approach helped us maximize the impact of our revamped campaigns.
The Results:
Within just 7 weeks, Search Machines delivered an impactful transformation!:
- Monthly Conversions Increased over 50% beating the target.
- Conversion Rate Increased 29%
- CPA dropped by –37% – with the lowest rate achieved in August.
- Positive ROI Restoration – Petspyjamas’ ROI returned to positive territory and continues to rise.
This case highlights our expertise in account management, AI-driven marketing, and delivering impactful results under tight deadlines.
This case highlights our expertise in account management, AI-driven marketing, and delivering impactful results under tight deadlines.
“Thanks to their expertise, we’ve seen a 50% increase in conversions and a 37% reduction in CPA”
Petspyjamas is the UK’s leading dog-friendly travel company, offering curated getaways for pet owners and their four-legged companions. With thousands of pet-welcoming hotels, cottages, and unique stays across the UK and Europe, Petspyjamas makes it easy for customers to book memorable, pet-inclusive holidays.
The Challenge:
Petspyjama’s primary goals were:
- Reduce CPA – Lower CPA from its current rate to meet target thresholds.
- Increase Monthly Conversions – Raise conversions significantly to improve overall sales volume.
- Achieve Positive ROI – Return the account to break-even and continue building profitability.
Search Machines’ Solution:
The overall objectives all point to improving account health and there were 3 main strands to our approach
- Fix any critical issues in the existing campaigns before we switched over
- Use our AI capabilities to rapidly build out a best-in-class account
- Look for opportunities to improve website conversion rate
And of course, do all that without breaking anything along the way!
The first step was to stabilise the patient! We fixed several critical issues with the existing campaigns eg. Advertising hotels that were no longer listed with Pets Pyjamas
The next step was the innovative use of our AI tech to build an entire new account in a week:
1. Full keyword coverage – we used our AI tool ATLAS to gather all relevant search terms relating to dog friendly hotels in the UK.
2. Targeted intent matching – we then trained ATLAS to understand all those terms and to focus on higher intent “dog friendly” terms
3. Hyper specific ads – with great high intent terms we then built our hyper specific ads for each search term identified
4. Structure design for bidding – the campaign structure was then designed to help Google’s CPA bidding function more optimally
Alongside our search marketing efforts, we collaborated with Petspyjamas to identify and implement website changes that could improve on-site conversion rates. This dual approach helped us maximize the impact of our revamped campaigns.
The Results:
Within just 7 weeks, Search Machines delivered an impactful transformation!:
- Monthly Conversions Increased over 50% beating the target.
- Conversion Rate Increased 29%
- CPA dropped by –37% – with the lowest rate achieved in August.
- Positive ROI Restoration – Petspyjamas’ ROI returned to positive territory and continues to rise.
This case highlights our expertise in account management, AI-driven marketing, and delivering impactful results under tight deadlines.
This case highlights our expertise in account management, AI-driven marketing, and delivering impactful results under tight deadlines.
