How We Solved These Problems

Before laying down the groundwork for the paid media campaigns, we worked side-by-side with Otis Harbor Springs' team to ensure their hospitality management system was synced and set up properly to accurately track bookings generated online.

Our search strategy involved running both Google Hotel Ads and traditional Google Search Ads to drive inbound traffic for those looking for hotels in the area. During seasons like fall and winter, our strategy shifted to destination-based campaigns to bring awareness of Otis Harbor Springs to those who were looking to plan their trips around specific activities in northern Michigan. By targeting keywords like "hotels near the tunnel of trees", Otis was able to capitalize on thousands of impressions per month for families and travelers driving the infamous M-119 route.

To augment our inbound search campaigns, we also architected in-platform ads on Expedia, and tied everything together with carefully segmented retargeting campaigns on Meta to capture abandoned bookings.

The strategy proved to be fruitful, as we drove a positive ROAS within only a few short weeks of launching the campaign.