Project overview

Cohabs is a Belgian Start-up that offers an innovative co-living experience, perfect for young individuals who seek a unique and affordable living option. It showcases rooms for co-living available for rent in Madrid, Brussels, New York, Paris, with world-class amenities, modern features, and competitive pricing.

Challenges

The business faced several challenges in optimizing its advertising campaigns. The tracking was not configured properly. As a result of conversions being imported from the UA and secondary conversions being set as primary, the algorithm was optimizing towards users which were not much interested in the service. Overall, the account structure was too fragmented or complex. Additionally, there were too many similar keywords in the account, which limited traffic generation. The use of only one RSA per ad group also prevented experimentation and performance improvement. The business also faced seasonality issues, as lead generation was critical when new houses were opened or when co-living houses had vacant rooms.

Solution

1. Account Optimization

Account Optimization 1 Account structure was simplified to better fit Google’s algorithm. Campaigns were segregated on specific locations based on the interest of the company’s services. Campaigns targeting French and Spanish speakers were set up in French and Spanish to increase the relevancy and volume too. Keyword targeting was simplified to be able to optimize the performance. A combination of 3 Responsive Search Ads was created to improve the ad performance.

2. Recalculation of Target CPA

The recalculation of the target CPA was carried out to determine the real CPA that would be the starting optimization point.

3. Enhanced Conversion Tracking

A unification of the primary conversion across all accounts and enhanced conversion tracking were implemented, aimed to provide a more streamlined and accurate method for measuring conversions and optimizing campaigns.

Results

• Increase of the Number of Conversions – Considering the seasonality of the business and developing a more assertive advertising strategy during periods of increased demand, ads generated more qualified conversions since the commencement of account management on October 1st.
• Increase of CTR by 5% – Regarding the improvements of ad copies and optimizing account structure, a 5% increase in CTR has been observed. During periods of decreased demand when all rooms were booked and ad budgets were reduced, CTR declined but overall growth rate remained positive.
• Increase of Closure Rate – The implementation of enhanced conversions resulted in a notable increase in closure rate, indicating that it was effective in generating more successful conversions and affected the overall performance of the advertising campaigns.