At a Glance
Before
- Brand and non-brand campaigns mixed together
- Weak non-brand performance
- No reliable new guest acquisition system
- Incremental impact was hard to measure
After
- Dedicated brand and non-brand campaign structure
- Non-brand Performance Max built for new guest acquisition
- 14.03x ROAS delivered
- 337 bookings at $55.90 per booking
Key Metrics
Client Overview
Flanigan's Resort & Spa is a premier luxury destination near Utah's Zion National Park. They had solid brand recognition among returning guests, but needed a more dependable way to attract entirely new visitors who had never heard of the property.
The challenge was not simply driving more bookings. It was proving that Google Ads could create incremental growth beyond existing brand demand and other marketing channels.
Separate branded demand from true prospecting, improve campaign structure, and build a system that consistently brought in new guests rather than just converting people who already knew the resort.
The Challenge
The existing setup blurred true performance and made it difficult to optimize around growth that was actually incremental.
Mixed Campaign Structure
Brand and non-brand campaigns were lumped together, making it nearly impossible to measure incremental impact or optimize specifically for new guest acquisition.
Weak Non-Brand Performance
Generic keywords and dated creative were failing to capture travelers actively searching for luxury Utah resort stays.
No New Guest Engine
Heavy reliance on brand awareness meant the account was mostly reaching people who already knew Flanigan's instead of introducing the resort to new audiences.
Our Strategic Approach
We rebuilt the structure around one core objective: make non-brand Google Ads a reliable source of incremental bookings.
Campaign Separation
We split brand and non-brand campaigns into dedicated structures so the team could clearly see which campaigns were capturing existing demand and which ones were driving new guests.
Performance Max Launch
We launched a non-brand Performance Max campaign with fresh creatives, audience targeting, and positioning built specifically for travelers who had never heard of Flanigan's before.
Continuous Optimization
Weekly search term reviews, negative keyword additions, and creative testing kept the account focused on higher-quality demand and steadily improved efficiency.
The Results
233% above the hospitality industry benchmark of 4–6x.
Total revenue generated from January through September 2025 through Google Ads.
Consistent guest acquisition at just $55.90 per booking.
Non-brand Performance Max brought in travelers who would not have found the resort through branded searches alone.
Key Takeaway
Non-brand Performance Max unlocked true incremental growth.
The most important insight here is that existing customers would have found Flanigan's through brand campaigns anyway. The real value came from non-brand campaigns capturing people searching for luxury resorts near Zion National Park and boutique hospitality stays in Utah who had never heard of the brand.
This created a more sustainable acquisition system — one that expanded demand instead of just harvesting it. The result was a repeatable framework for attracting new guests at strong efficiency.