Lodgify case study · Head of Performance Marketing
Robert
Costart
Three problems from the brief. Three plays to answer them. All built for real, in Lodgify's own design system, using claims from their live pages.
Specialists who ship: the whole team pushes to GitHub, AI reviews every change, and it's live on Cloudflare the same day. No channel silos, no dead budget, and one sprint question for everyone: what are you bringing that's new? This site was built exactly that way, and the three plays below all run on this engine.
Stop chasing the auction with bids. Each top term graduates into its own ad group with bespoke ads, sitelinks and callouts, and every selling point gets a stripped, message-matched sub-page. Relevance raises Quality Score, Quality Score lowers CPC, right where CPCs doubled. The sub-pages below become the sitelinks of the ad and the retargeting messages after the click.
A/B testing built into the landing system itself, no new tools needed. Every sub-page above doubles as a test cell: message variants in, winners promoted, losers quietly retired. Then the same system funds the big test. We repurpose the near-zero display spend into a steady assurance layer around new trialists, with a 50/50 holdout reading the true lift on trial-to-paid. Prove it works first and optimise the cost second. Even a null result frees €360k a year.
Landlords start their hosting journey searching like travellers, things like “Barcelona rentals” and “London flats”. Lodgify has zero city pages today but owns the data to build them: real inventory density in every market, plus thousands of customer websites it builds and hosts, each linking back. Location pages catch host journeys right at the start. It's a compounding channel that cuts the 67% dependence on paid Search.