The Royal Yacht Britannia PPC
Click2Convert took over management of The Royal Yacht Britannia's PPC activity in April 2025 with a key objective to improve overall performance efficiency, drive higher-quality traffic, and maximise return on ad spend through strategic optimisation and data-led decision-making.
Through a combination of strategic budget reallocation and campaign consolidation, The Royal Yacht Britannia achieved significant growth in traffic and revenue while reducing overall media wastage — resulting in a more focused, performance-driven account.
Our Solution
Upon review, the existing PPC setup contained a fragmented structure with multiple overlapping campaigns and inefficient spend allocation.
The Click2Convert team conducted a full audit across both Google and Meta accounts to identify opportunities for consolidation, improved targeting, and enhanced audience relevance.
The strategy centred around:
- Reallocating budget towards high-performing, high-intent audiences.
- Consolidating campaigns to reduce overlap and improve data density for algorithmic optimisation.
- Leveraging Google Performance Max (PMax) as a key growth driver across UK campaigns.
- Improving ad quality scores and creative relevance to strengthen brand visibility and competitiveness.
- Ongoing performance refinement, driven by data-led insights and cross-channel testing.
Google BAU (Business-As-Usual) campaigns were optimised to deliver maximum efficiency, accounting for 80% of total traffic, revenue and sales, while only utilising 16% of overall ad spend — clearly highlighting the strong intent and relevancy of audiences targeted.
Meanwhile, Meta Ads played a complementary role in the funnel, driving 27% of all impressions with only 8% of total spend, effectively expanding brand reach at a lower average cost.
The Results
All the updates carried out on the account worked together to drive strong performance, with the account seeing the following KPI uplift:
- 117% YoY increase in traffic
- 165% YoY increase in purchases
- 244% YoY increase in revenue
- 91% YoY increase in ad spend
- £40 : 1 ROAS (30% YoY increase)
- 26% YoY increase in impression share
Google PMax UK campaign delivered 68% of total revenue with just 19% of spend.
Get in touch today to discover how we can improve your organic search rankings, maximise paid media efficiencies and restore full visibility across your digital performance to drive measurable results.
