CitySuites, Manchester city centre
More direct bookings and 77% revenue growth for a Manchester aparthotel
Executive summary
Client overview
CitySuites is a luxury aparthotel brand based in Manchester, offering premium serviced apartments for short and long stays. It caters to professionals, business travellers and extended-stay guests looking for high-end accommodation in the city centre.
Main challenge
CitySuites had a steady presence on booking sites such as Booking.com, but their commission fees cut into margins. The Google Ads account was underperforming, so the challenge was to increase direct bookings and occupancy while reducing dependency on third-party sites.
Services provided
A focused PPC strategy to grow direct bookings, improve campaign profitability and maximise return on ad spend, by restructuring campaigns, refining audience targeting and improving ad relevance.
Key results
A 77% increase in revenue, 61% more conversions and a 43% reduction in cost per conversion. Better ROAS and more direct bookings also reduced reliance on booking sites, improving overall profitability.
About the client
CitySuites is a high-end aparthotel brand with two luxury properties in Manchester city centre, offering fully serviced apartments, leisure facilities and event spaces for everyone from corporate travellers to weekend visitors.
Website: citysuites.com
Objectives
Boost direct bookings and occupancy across short and long stays while decreasing dependency on booking sites, improving profit margins through more efficient paid search.
Challenges
Paid advertising needed to become a primary booking channel rather than a supporting one. Previous campaigns delivered a satisfactory ROAS but lacked structure, testing and precise targeting, and a large share of bookings still came through commission-charging booking sites.
Strategy
We carried out a complete overhaul of CitySuites' paid search activity, rebuilding campaigns, tightening targeting and using live performance data to drive conversions and profit.
Campaign restructure and targeting
Campaigns rebuilt around audience intent and room type, with new ad copy highlighting luxury accommodation, flexible stays and central Manchester locations.
Data-led optimisation and budget control
Bids and budgets moved towards the highest converting keywords and ad groups, with underperforming campaigns removed and spend reallocated.
Conversion tracking
Accurate tracking across form submissions, calls and direct bookings, so every optimisation decision was based on real revenue.
Our solution
A data-driven PPC plan focused on direct bookings, cost efficiency and less reliance on booking sites.
- Rebuilt Google Ads campaigns for short and long-stay bookings
- Refined audience targeting and ad copy for higher engagement
- Improved tracking accuracy to better measure conversions
- Optimised bidding strategies for maximum ROI
- Reduced wasted spend on low-performing placements
- Increased direct bookings, reducing reliance on booking sites
The result
Paid search became a key revenue channel for CitySuites, driving high intent bookings at a lower acquisition cost and cutting commission costs.
Conclusion
Through continuous optimisation, better targeting and a clear focus on return, paid search became a major contributor to CitySuites' growth, reducing dependency on booking sites and strengthening the long-term performance of one of Manchester's leading aparthotel brands.
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