Penicuik Estate
Driving High-Yield Lead Generation and Direct Bookings Through Paid Media Excellence
The Objective
Penicuik Estate engaged with Click2Convert to design and execute a targeted paid media strategy focused on two core commercial objectives: driving high-value lead generation for exclusive-use weddings and corporate events, and securing direct bookings for its luxury self-catering accommodation.
By deploying a strategic multi-channel framework across Google and Meta, Click2Convert successfully optimised budget allocations to balance top-funnel brand visibility with bottom-funnel conversion efficiency.
The Results
The campaign delivered strong returns, achieving an overall return on ad spend (ROAS) of £10:1 for revenue-driving campaigns and a highly efficient average Cost Per Lead (CPL) of £10.
How We Achieved These Results
The accommodation campaigns targeted direct bookings for Penicuik Estate's self-catering cottages and its newly introduced exclusive-use house. Click2Convert structured the campaigns to split roles between high-volume visibility and high-intent capture:
- Google Ads as the Revenue Engine: Google Ads served as the primary direct conversion channel, generating 100% of tracked accommodation revenue from 78% of the accommodation ad spend.
- High-Intent Search Capture: Within the Google ecosystem, Google Brand Search demonstrated exceptional efficiency, yielding a powerful £16:1 ROAS. Concurrently, Google Performance Max (PMax) successfully scaled brand reach, driving 89% of total Google accommodation impressions and delivering a steady ROAS.
- Cost-Effective Meta Visibility: Meta Ads were utilised to build massive top-funnel awareness at a lower average cost. Meta successfully generated 63% of total accommodation impressions while requiring only 22% of the channel budget.
- Top-Funnel Discovery: The strategy capitalised heavily on visual discovery, with the Google Display channel responsible for 50% of total accommodation impressions.
Lead generation initiatives focused on attracting premium clients for exclusive-use estate hire, with wedding campaigns emerging as the top performer across all channels.
- Meta Efficiency for Weddings: Paid Social campaigns on Meta acted as a highly effective efficiency lever for wedding lead acquisition. Meta Ads generated 72% of total wedding impressions while utilising just 32% of the total lead generation budget.
- Creative-Led Corporate Targeting: For corporate event lead generation, our PMax campaign relied significantly on visual formats, routing the largest share of its impressions through YouTube and Google Display. This underscored the necessity of highly targeted, visual creatives when capturing the interest of corporate retreat planners
The strategic channel alignment executed by Click2Convert ensured that both brand exposure and direct acquisition objectives were met with maximum efficiency.
