Lodgify case study · Head of Performance Marketing

Robert
Costart

Three problems from the brief. Three plays to answer them — built for real, in Lodgify's own design system, with claims from their live pages.

See the three plays See the homepage replica
From the brief

The three problems

Problem 01
Spend is outgrowing customers
Paid spend +50% YoY against +31% customer growth. ROAS slid 0.202 → 0.180, and competitor-term CPCs doubled to €7–11. Every extra euro buys less.
Problem 02
Trials convert unevenly
Trials grew 30–50%, but trial-to-customer conversion swings 15–33% and dipped to ~15%. The top of the funnel grows faster than it converts — people sign up, then disappear.
Problem 03
One channel carries it all
Search is ~67% of attributed spend while Display and Demand Gen run at near-zero ROAS — and the US, the biggest market, is the least efficient. The engine needs new places to grow.
The answer

Three plays

01
Maximise PPC output — one term, one treatment

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 exactly where CPCs doubled. The sub-pages below are the sitelinks of the ad — and the retargeting sequence after the click.

Open the ad-group blueprint hub
Head term · “vacation rental software”
Competitor term · “guesty” — CPCs €7–11
02
Build conversion rate — test, prove, then scale

A/B testing built into the landing system itself — no new tools. 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: repurpose near-zero-ROAS display spend into a steady assurance layer around new trialists, with a 50/50 holdout reading true lift on trial-to-paid conversion. Prove it works first, optimise the cost second — a null result still frees €360k/yr.

Open the experiments panel — the back endExample test cell — pricing messageExample test cell — trial vs demo
03
Own the location journey — pages that compound

Landlords start their hosting journey searching like travellers — “Barcelona rentals”, “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 capture host journeys at the start — a compounding channel that reduces the 67% dependence on paid Search.

Location-page demo — next build
Grab and go

The slides

Strategy deck
Diagnosis, the three plays, budget stance, 90-day plan. Dropping here soon.
Ad-group blueprint slides
The two worked examples — head term and competitor auction. Dropping here soon.
90-day plan one-pager
See → launch → read & scale. Dropping here soon.