We scaled a lodge's booking demand
How we grew BeaverFoot Lodge — a Canadian lodge — from a standing start to nearly eight times the booking inquiries at peak, with a Performance-Max-led build.
The partner
BeaverFoot Lodge is a Canadian lodge in a destination setting. Hospitality demand is seasonal and discovery-led — travellers browse widely before booking. The account needed to build awareness and capture booking intent quickly from a standing start.
Goals
- A fast ramp of booking inquiries from launch.
- Build destination awareness and capture booking intent.
- Defend the lodge's name.
- Track inquiries so bidding optimizes to real bookings.
- Make a modest budget work hard.
Strategy
We launched a Performance-Max-led build for discovery and reach, backed by high-intent search and brand defense — pointed at the lodge's booking demand.
- 01
Led with Performance Max
PMax drove discovery and the bulk of booking inquiries across Google's inventory — roughly three-quarters of the volume.
- 02
Captured booking intent
A general search campaign caught travellers actively looking, the highest-converting demand.
- 03
Defended the brand
A brand campaign kept the lodge visible for people already searching its name.
- 04
Tracked inquiries
Booking inquiries tracked as conversions so bidding optimized to real demand.
- 05
Scaled from a standing start
Inquiries climbed to nearly eight times the launch quarter at peak.
Results
From a standing start, booking inquiries climbed to nearly eight times the launch quarter at peak, with Performance Max driving the bulk of the discovery and demand.
Booking momentum
Booking inquiries per quarter · % change vs the launch quarterThe team
A senior-run Google Ads pod: strategy & account lead and a PPC specialist on daily optimization — the same people, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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