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PPC Case Study: Cairn Hotel Group

Hotel Chain In Newcastle

Challenge

Cairn Hotel Group, based in Newcastle, operates 38 hotels and restaurants, each with its own dedicated website. They approached us for PPC campaign management to drive room bookings, table covers, spa visits, and wedding enquiries. However, their campaigns were being held back by several key issues. Tracking errors were significantly impacting reporting accuracy and the quality of data being fed into their Google Ads accounts. A poorly configured cookie consent pop-up was preventing valuable user data from being captured, reducing conversion tracking reliability. In addition, location targeting was set too broadly, inflating the cost per lead and wasting budget on irrelevant traffic. Combined with outdated ad copy and under-optimised campaign structures, these issues were limiting both reach and ROI.

 

 

23%
Increase in clicks
35%
Increase in bookings
23%
Increase in revenue
34%
Increase in data visibility
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We started working with Wired Media earlier this year. Luke developed a new strategy for us, performance has been strong, particularly our ROAS. Highly recommend!
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Jenna Seed, Cairn Hotel Group - ★★★★★ Google Review
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Solution

We began by resolving the tracking issues, reconfiguring the cookie consent set-up to ensure accurate and compliant data collection, and restoring reliable conversion tracking across all 38 property websites. This allowed us to feed high-quality, actionable data back into Google Ads for smarter optimisation. We refined location targeting to focus only on high-intent audiences, reducing wasted spend and improving lead quality. Ad copy was restructured to highlight each property’s unique offerings, ensuring better engagement and click-through rates. To further enhance performance, we implemented Performance Max campaigns tailored to each property’s goals, while also providing consultancy on website performance improvements to boost conversion rates. These combined changes created a more efficient, data-driven PPC strategy, maximising returns for each of Cairn Hotel Group’s diverse portfolio of hotels and restaurants.