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St Michaels Resort

Adapting strategies based on industry trends, to increase and maintain bookings throughout the year.



Increase in revenue driven by PPC YoY

The Challenge

St Michael’s came to Peaky after struggling with a lack of communication from their previous agency. They were looking for proactive digital marketing partners who could quickly adapt their strategy based on industry trends, to increase and maintain bookings throughout the year.

Key Marketing Challenges

When St Michaels approached us to scale their online presence, we identified the key challenges they were facing as a brand:

National & Local Competition

As St Michaels wanted to develop their reputation as a destination hotel as well as uplift engagement from a local audience, they were competing with national as well as local brands.

Seasonality Trends

Due to the seasonal nature of the hospitality industry, St Michaels needed a watertight strategy to maintain bookings throughout the quiet months of February & April.

Building Awareness

While St Michaels were best known for their accommodation, they wanted to promote their spa, health club and food and beverage offerings to non–guests.

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Services Provided

St Michaels Resort

Our Strategy

Our experts worked with St Michaels to design and implement a strategy that would maximise accommodation bookings, alongside increasing awareness of other services.

Bringing Campaigns to Life

  1. Account Audit – We kicked off our partnership with a thorough audit of St Michaels’ existing PPC campaigns, evaluating campaign structure, audiences, ads and landing pages.
  2. Restructure – We streamlined the account by building out new campaigns, expanding ads and implementing best-practice recommendations from our audit.
  3. Optimise – Our specialists continued to refine and improve campaign performance with ongoing optimisations including split testing creatives and bid strategies, and redistributing budgets based on performance.
  4. Scale – As the new campaigns gained traction, the Peaky team worked towards scaling the account search impression share and strengthening ROAS.
  5. New Opportunities – To ensure that St Michaels maintained their search impression share, we continue to explore new keyword opportunities and create new campaigns.

The Results

We pride ourselves on working exhaustively to a set of clearly defined values. These values are established and delivered by our passionate team in every aspect of the work we do, allowing us to achieve the results we strive for. If you want to learn how we can help you reach new peaks, fill out the contact form below!


Of overall site traffic driven from PPC Campaigns


Increase in revenue driven by PPC YoY


Increase in bookings driven by PPC YoY

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