How to increase the number of booking requests for country cottages in the low season and with restrictions?

1,803 leads
$0.72 per lead
$0.09 per click
Project overview

Strawberry Fields is a business-class cottage village in the Leningrad region. This is a unique symbiosis of a comfortable club village and a modern world-class golf club.

Guests can rent new built cosy cottages with all city amenities, try a golf simulator and visit "Strawberry fields" restaurant.

In this project we received cheap clicks for $0.09 and 1,803 leads for $0.72

As a lead we counted a transition to the booking module or a click on a phone/messenger number.

Goals on the website
As we needed cottage bookings, we hid the booking module widget behind the button and set up the main events on it. And then we launched the advertisement with optimization for these goals.
Goal: To increase the number of booking requests for the cottages

Initial Target Audience Portrait:
People who would like to spend their free time outside the city with their family, relax actively, have fun with friends or arrange a romantic trip.
We divided the Target Audience into segments. Then we developed the ads design, wrote copies for each segment and launched separate advertising campaigns.
What audiences we chose
We used interests related to suburban real estate, family, friends’ companies, relationships, country vacations, New Year (during the New Year holidays), look-a-like (similar audience) and retargeting audiences (users who interacted with the Instagram account and visited the website).
Visual Content

For the ads we selected photos of the cottages interior design, of the cottages themselves and of nature. We used photos with and without design and carousels. Here are some of them:
Some of the creatives for the New Year holidays and promotions season:
The most successful creative was of the carousel type. Such ads allow you to show users more photos and thus engage them more effectively.
Informational Content
In the copies we talked about spending time in new comfortable cottages, entertainment and the restaurant. We also highlighted the advantages for different TA categories and wrote about promotions.

Here are some of them:
And also several copies customized for the New Year holidays and promotions season:
  • Leads
    1803 people
  • Cost Per Lead
  • Clicks
  • Cost Per Click
  • Amount spent
  • Reach
    148,968 people
Using metrics in the booking module
Yandex.Metrica is a web analytics tool that you can use to get visual reports and video recordings of user actions on your website, as well as track traffic sources and evaluate the effectiveness of online and offline advertising.

With the help of TravelLine, we set up goals for the booking module in Yandex.Metrica, so we could make an additional assessment of the advertising effectiveness.
Below you can see statistics on the people's actions on the website made directly from advertising, as for example:

  • user saw the ad, saved the link to their favorites and followed it later;
  • user saw the ad from one device and visited the website from another;
  • user remembered the company's name after seeing the ad and typed it into a search engine.
All statistics on the people's actions on the website:
Overall campaign results
Here is the ad we targeted at the vacationers. In the result we've got cheap clicks for $0.20 and 3 leads on the website:
  • 1
    In promoting cottages for rent on Instagram the best results were achieved by:
    • ads separated by categories with photos that show the amenities, interior, comfort of the cottage and stunning nature
    • informative copies that reveal the benefits for each audience segment
  • 2
    Setting up all possible capture points on the site in one “Сontact” event and adjusting this event as the end-point for advertising allowed to:
    • attract multiple conversions with fast advertising optimization
    • divide the website viewers from those who interact with the contact info
  • 3
    To increase the advertising effectiveness you will need:
    • a selling visual and informative content
    • well-designed landing pages
    • end-to-end analytics
    • build an audience and work with the retargeting database
    • highlight your exclusivity

By taking into account as many of these points as possible, you will find the best approach to each audience segment and achieve good results.

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