How Flanigan's Resort & Spa Achieved 14.03x ROAS Through Strategic Performance Max
Driving incremental growth with non-brand campaigns that brought entirely new guests
Driving incremental growth with non-brand campaigns that brought entirely new guests
Flanigan's Resort & Spa is a premier luxury destination located near Utah's stunning Zion National Park. While they had strong brand recognition among returning guests, they needed a sustainable system to attract entirely new visitors who had never heard of them.
The challenge wasn't just driving more bookings—it was about reaching a fresh audience and proving that Google Ads could deliver incremental growth beyond their existing marketing channels.
Brand and non-brand campaigns were lumped together, making it impossible to measure true incremental impact or optimize for new guest acquisition.
Generic keywords and outdated creatives meant the non-brand campaigns weren't capturing travelers actively searching for luxury Utah resorts.
Heavy reliance on brand awareness meant they were only reaching people who already knew about Flanigan's—missing out on entirely new audiences.
We split brand and non-brand campaigns into dedicated structures. This gave us clear visibility into which campaigns were bringing new guests vs. capturing existing demand.
We launched a non-brand Performance Max campaign with fresh creatives, audience targeting, and messaging specifically designed to attract travelers who'd never heard of Flanigan's.
Weekly search term analysis, negative keyword additions, and creative testing ensured we were constantly improving performance and capturing the right audience.
233% above the hospitality industry benchmark of 4-6x, proving the campaigns delivered exceptional efficiency.
Total revenue generated from January through September 2025—pure incremental growth from Google Ads.
At just $55.90 per booking, we delivered consistent, cost-effective guest acquisition throughout the campaign period.
Non-brand Performance Max brought entirely new guests who would never have found Flanigan's through branded searches alone.
Here's the critical insight: existing customers would have found Flanigan's through brand campaigns anyway. The real value came from non-brand campaigns capturing an entirely new audience—travelers exploring "luxury resorts near Zion National Park" or "boutique hotels in Utah" who had never heard of Flanigan's before.
This wasn't just about boosting numbers. It was about building a sustainable system for continuous new guest acquisition that worked alongside—not in competition with—their other marketing channels.
Result: A proven, scalable framework that delivered 14.03x ROAS and brought hundreds of new guests who would have otherwise never discovered the resort.
Let's build a performance marketing system that brings you entirely new guests—not just the ones who already know your name.
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