Hospitality PPC

CitySuites

PPC Strategy Delivering Higher Occupancy and 77% Revenue Growth for a Manchester Luxury Aparthotel Brand

citysuites.com

Page 1

0%

Increase in total revenue

0%

Increase in conversions

0%

Reduction in cost per conversion

Executive Summary

Client Overview

CitySuites is a luxury aparthotel brand based in Manchester, offering premium serviced apartments for both short and long-term stays. Positioned between home comfort and hotel convenience, CitySuites caters to professionals, business travellers, and extended-stay guests seeking high-end accommodation in the city centre.

Main Challenge

Although CitySuites had a steady presence across online travel agencies (OTAs) such as Booking.com, these channels carried high commission fees that reduced profit margins. Their Google Ads account had potential but was underperforming, with untapped opportunities for growth. The challenge was to increase direct bookings, improve account efficiency, and drive stronger occupancy while reducing dependency on OTAs.

Services Provided

Fly High Media delivered a focused PPC strategy designed to grow direct bookings, enhance campaign profitability, and maximise return on ad spend. By restructuring campaigns, refining audience targeting, and improving ad relevance, the goal was to generate higher-quality leads and boost conversion rates while maintaining efficient costs.

Key Results

The campaign achieved outstanding performance across all key metrics — a 77% increase in revenue, 61% rise in conversions, and a 43% reduction in cost per conversion. The improved ROAS and increase in direct bookings also led to a notable reduction in OTA reliance, enhancing overall profitability.

About the Client

CitySuites is a high-end aparthotel brand with two luxury properties in Manchester city centre, offering fully serviced apartments, leisure facilities, and event spaces. The brand’s focus on premium service and comfort attracts both short-stay and long-stay guests, from corporate travellers to weekend visitors.

Objectives.

The campaign aimed to boost direct bookings and improve occupancy across both short- and long-term stays, while decreasing dependency on OTAs. By enhancing paid search efficiency and reducing reliance on third-party booking sites, the objective was to increase profit margins and ensure sustainable, long-term revenue growth.

Challenges.

The key challenge was to transform paid advertising into a primary booking channel rather than a supporting one. While previous campaigns generated a satisfactory ROAS, they lacked structure, testing, and precise targeting. In addition, a large share of bookings came through OTAs, resulting in high commission fees that reduced profitability.

Strategy.

To meet these objectives, we implemented a complete overhaul of CitySuites’ paid search activity. The focus was on rebuilding campaigns, improving targeting precision, and using real-time performance data to drive higher conversions and profitability.

Campaign Restructure and Targeting Improvements

We conducted a full review of the Google Ads account, rebuilding campaigns around audience intent and room type. Ad copy was rewritten to highlight CitySuites’ key value propositions; luxury accommodation, flexible stays, and central Manchester locations. Targeting was refined to focus on high-intent audiences searching for serviced apartments, corporate stays, and long-term lets.

Data-Led Optimisation and Budget Control

Using advanced conversion tracking and performance analysis, we adjusted bids and budgets to prioritise the highest-converting keywords and ad groups. Regular performance monitoring enabled us to remove underperforming campaigns, reallocate budget to profitable areas, and continuously improve efficiency.

Conversion Tracking and Performance Measurement

Comprehensive tracking was implemented to capture accurate conversion data across form submissions, calls, and direct bookings. These insights informed ongoing optimisation, ensuring ads were consistently delivering high-quality traffic and measurable ROI.

Our Solution.

We created a data-driven PPC plan focused on driving direct bookings, improving cost efficiency, and reducing OTA reliance. By combining creative testing with granular budget management, we turned paid search into one of the brand’s strongest booking channels.

Rebuilt Google Ads campaigns for short and long-stay bookings.
Refined audience targeting and ad copy for higher engagement.
Improved tracking accuracy to better measure conversions.

Optimised bidding strategies for maximum ROI.
Reduced wasted spend on low-performing placements.
Increased direct bookings, reducing OTA dependence.

The Result.

CitySuites’ paid search activity was transformed into a key revenue channel, consistently driving high-intent bookings at reduced acquisition costs, with a significant reduction in OTA reliance, lowering commission costs and boosting profit margins.

77%

increase in total revenue year on year.

61%

increase in conversions.

43%

reduction in cost per conversion.

92%

improvement in ROAS and stronger occupancy across both properties.

Conclusion.

Fly High Media’s PPC strategy helped CitySuites achieve measurable growth in both revenue and occupancy while increasing profitability through direct bookings. Through continuous optimisation, improved targeting, and a clear focus on return, the campaign turned paid search into a major contributor to the brand’s success; reducing OTA dependency and strengthening the long-term digital performance of one of Manchester’s leading aparthotel brands.

Book A Strategy Call