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Nima Lodge engaged us to drive bookings through Google Ads, focusing on increasing confirmed reservations via the InnStyle booking platform. This contributes to the client’s broader business goal of driving strong, sustainable growth in monthly revenue across all channels. Campaigns focus on converting high-intent searches and leveraging Google Ads’ inventory to generate measurable revenue.
Objectives:
From December 2025 to January 2026 compared with October 2025 – November 2025, the campaigns delivered significant performance improvements despite tracking disruptions and the migration from RoomRaccoon to InnStyle.
Impressions increased by 43%, driven by the adoption of next-generation Google Ads campaign types such as Performance Max and Demand Gen, which played a key role in expanding visibility and strengthening brand awareness for Nima Lodge. This growth was achieved without increasing budget, demonstrating more efficient market penetration rather than inflated exposure.
Clicks increased by 18%, largely driven by next-generation campaign types including Performance Max and Demand Gen. These campaigns expanded reach to a broader audience, while engagement was enhanced through well-crafted ad copy and visually engaging imagery across Google Ads placements.
Conversions increased by 25%, confirming that the uplift in traffic translated into qualified booking actions. This improvement reflects more precise intent targeting and the shift toward value-based optimisation rather than volume-driven bidding. The consistent optimisation of Search campaigns over time has refined targeting to focus on high-intent queries, while Performance Max campaigns leveraged engaging imagery, strong ad copy, and value-based bidding strategies to drive significant growth, resulting in a 205% increase in conversions and a 144% increase in conversion revenue.
Most notably, conversion value increased by 43.6% while overall ad spend decreased by 1.8%. This demonstrates a clear improvement in revenue efficiency, with higher booking value generated at a lower relative cost. The increase in revenue contributed 36.46% of the monthly target, reinforcing a strategy focused on maximising revenue rather than purely increasing booking volume.
The core strategy for Nima Lodge focused on driving direct booking conversions and revenue through Google Ads by capturing high-intent search demand and supporting it with remarketing and seasonal awareness campaigns. The goal was to generate qualified bookings through the Inn Style platform and contribute toward the monthly revenue target.
Search campaigns were strategically structured to capture high-intent queries, ensuring strong alignment between user intent and ad delivery while improving overall campaign efficiency. This created strong intent alignment between search and messaging and higher conversion potential.
Performance Max and Demand Gen campaigns were used to scale reach and optimise toward conversion value, while display and video campaigns supported remarketing and brand recall. As tracking improved, bidding shifted toward Maximise Conversion Value to prioritise revenue, not just booking volume.
Overall, the strategy combined intent-driven search, segmented messaging, remarketing support, and value-based bidding to grow bookings and return on ad spend.
Tracking and Measurement Solutions
To resolve tracking and optimisation challenges, the account shifted to using Google Ads conversion tracking instead of GA4 conversions for bidding and learning. Google Ads now tracks conversions using transaction ID and conversion value only, which allows reliable optimisation. Following the migration to InnStyle, a dedicated thank-you page was recommended and implemented to ensure accurate and consistent conversion tracking across both Google Ads and GA4..
Initial Conversion Tracking Limitations & Revenue Attribution Gaps
When the client first engaged with us, they were using RoomRaccoon as their booking platform. While Google Ads tracking was functioning correctly, Google Analytics 4 (GA4) had significant limitations in capturing bookings and revenue. This created gaps in channel‑level attribution and prevented accurate performance measurement across all marketing platforms.
In addition to missing conversions, inconsistent currency parameters being passed into GA4 led to further discrepancies. GA4 attempted automatic currency conversions, resulting in inflated revenue figures. Google Ads was unaffected, as it attributes conversions based solely on transaction ID and conversion value—without requiring currency data.
To resolve the foundational tracking issues, a dedicated booking confirmation (“thank you”) page was implemented with a structured purchase event data layer. This ensured that transaction IDs, values, and currency were correctly transmitted through Google Tag Manager to both GA4 and Google Ads, restoring accurate and consistent conversion and revenue attribution across all marketing channels.
Booking Platform Migration & Integrated-Related Tracking Disruptions
In 2025, the client migrated from RoomRaccoon to the InnStyle booking platform to achieve more reliable tracking. However, the transition introduced additional challenges. Bookings were not initially captured correctly in GA4 due to integration gaps, and Google Ads received incomplete or missing conversion data, resulting in large performance‑critical reporting gaps.
Ruby Digital worked closely with the InnStyle technical team to troubleshoot these issues and define the data requirements needed for accurate tracking. The purchase event data layer implemented (as mentioned under challenge 1) was refined to ensure all necessary parameters (transaction IDs, values, and currency) were passed consistently into GA4 and Google Ads.
Once the updated tracking framework was fully integrated and tested, both platforms began recording conversions and revenue accurately, enabling reliable measurement, optimisation, and automated feedback loops back into Google Ads.
