Found > Case Studies > CHAMPNEYS

INTRODUCTION BACKGROUND APPROACH RESULTS

CHAMPNEYS

Key Results

+35 %

INCREASE IN REVENUE

-22 %

DECREASE IN BRAND RELIANCE

+136 %

INCREASE IN GENERIC REVENUE

EXPERTISE

Travel & Hospitality, PPC

BACKGROUND

Increase in revenue, whilst also reducing brand reliance.

Champneys is a collection of spas and resorts in the UK, providing spa, relaxation, and fitness services with the added benefit of rooms for stays.

CHALLENGE

As a B2C business, the main objective for Champneys was to see an increase in revenue both PoP and YoY while minimising brand reliance.

Facing a declining market demand across their main base, Champneys needed to hit aggressive targets for their Summer period. This was also during onboarding Found, meaning we had to hit the ground running to achieve results.

OUR APPROACH

With minimal pressure from OTAs from booking.com or TripAdvisor (amongst other direct competitors) we had identified an over-investment in the branded space for Champneys from a PPC perspective.

PERSPECTIVE SHIFT

As with more traditional hospitality clients, the success to long-term growth is also channelling sufficient investment into non-brand areas and expanding your audience base.

KEYWORD OVERHAUL

Our first priority was overhauling their account structure and in particular, growing their keyword base to include everything that Champneys has to offer. This meant going beyond just their core audience but also broader keywords for 'weekend getaways' or 'fitness' related terms where the user was higher up in their research phase.

ASSISTED CONVERSIONS

In order to showcase the worth of generic activity, we used an iROAS strategy (integrated) to measure the impact of non-Brand activity on the whole site performance i.e Organic & Direct with users having multiple touchpoints before the final conversion.

The migration to GA4 halted successful conversion metrics, but we were able to overcome this challenge by adapting to ‘Touch Points’ in GA4, which demonstrated weekly generic behavior.

We were also seeing declining search trends for their historically top performing keywords which put further importance on broadening their keyword portfolio.

RESULTS

The numbers speak for themselves:

The recommendations identified during the account audit, drove significant performance uplifts:

YOY REVENUE GROWTH

with 35% increase in revenue versus target.

+62 %

BRAND RELIANCE REDUCED

With an 11% improvement in CTR.

-19 %

GENERIC REVENUE GROWTH YOY

Assisted revenue from non-brand rose 129% YoY.

+136 %

"“We were looking for a PPC partner who could deliver results and streamline our online advertising efforts. Found exceeded expectations on both fronts. Their team is knowledgeable, and their service is incredibly efficient. They’ve helped us find creative ways to improve our PPC campaigns with their data-driven approach, and we’re seeing positive results in our digital growth – even our Google partner had no further recommendations on how we improve on current strategy!”