A smarter ad strategy delivers 300% higher ROAS for hotel brand

TTEC used precision ad targeting to increase conversions while lowering cost per acquisition

The healthcare payer recognized limits of its existing training model, which did not scale, suffered accuracy issues, and the learner experience was lackluster, particularly during the intense seasonal ramp-up for open enrollment.

The challenge

A hotel company had a stable digital presence and generated strong online traffic, but that wasn’t translating into direct booking conversions.

The company relied on a standard mix of online search, demand generation, and traditional campaigns run through Google Ads, but the strategy wasn’t driving the results the brand needed in an increasingly competitive travel market.

The company wanted to generate better returns on its investments and grow its ad-generated revenue.

Our solution

TTEC dug into the company’s existing strategy and discovered its campaigns were too broad; they weren’t fully leveraging Google’s travel-specific automation and targeting. We shifted the strategy to focus on Performance Max for Travel Goals (PMTG) so they’d be part of a more hotel-central ecosystem and have greater impact.

We made the ads’ targeting more precise by implementing hotel-specific signals, so the company reached more high-intent travelers. We also refined and optimized the ads’ conversion tracking to make sure the algorithm received highquality data.

In addition, we provided expert guidance – including best practices for ad creative – to maximize the company’s visibility across Google.

The right ad targeting drives 200% surge in direct bookings

TTEC used smarter travel ads to increase return while reducing acquisition costs

The challenge

A hotel company sought to modernize its digital ad strategy by moving beyond traditional search and display campaigns. Operating in a highly competitive hospitality market, it faced the dual challenge of scaling online reservations while improving cost efficiency.

The company’s existing approach wasn't delivering the performance it needed, and leaders recognized the opportunity to maximize the impact of their ad spend through a more sophisticated, travel-focused solution.

Our solution

TTEC implemented Performance Max for Travel Goals (PMTG) ads, which leveraged Google's travel-specific automation to unlock new growth potential. This strategic shift centered on two key pillars:

PMTG integration: We launched property-led campaigns designed to capture high-intent travelers across all Google surfaces — from search and display to YouTube, Gmail, and Discover. This omnichannel approach ensured the company appeared at every critical touchpoint in the traveler's decision-making journey.

Targeting guidance: We streamlined audience signals and optimized creative assets to better align with the modern traveler's path to purchase. By feeding the algorithm with refined signals and travel-specific messaging, we enabled the platform to identify and engage the most valuable potential guests at scale.

The travel-centric approach allowed us to tap into Google's advanced machine learning capabilities specifically built for the hospitality industry, delivering superior performance compared to generic campaign types.