AZULFIT
Discover how One PPC helped Azulfit increase online bookings by over 40% while reducing cost per conversion by 20%—and scaling monthly ad spend.
AZULFIT:
Back Story & Challenge
Azulfit offers award-winning yoga, wellness, and fitness retreats at various international locations, including centres in Europe, the USA, and Asia. Their programmes attract health-conscious travellers from across the UK, Europe, and North America who seek relaxation, transformation, and quality instruction in serene, inspiring environments.
Despite running Google Ads for several years, Azulfit faced persistent challenges with conversion performance. They approached One PPC to help them scale bookings while reducing cost per acquisition (CPA) and improving return on ad spend across their global campaigns.
The goals were clear:
Increase online bookings for high-value retreats
Improve profitability across key markets
Build a scalable, repeatable campaign framework for international growth
Our in-depth audit revealed three core challenges:
- A low and inconsistent conversion rate across most campaigns
- Fragmented campaign structure, making performance optimisation difficult
- Lack of audience segmentation and weak alignment between ads and landing pages
Solution
We began by rebuilding the Google Ads account from the ground up. This included:
Expanding the keyword lists with intent-driven terms
Reorganising campaigns into structured, themed ad groups
Mapping each ad group to highly relevant landing pages aligned to user intent and location
This template was then rolled out and adapted across different countries, allowing for rapid scaling while retaining quality and control.
We worked closely with the Azulfit team to continuously monitor and improve performance—testing messaging, ad formats, audience layers, and landing page variants across regions. This collaborative, data-led approach significantly improved both conversion rates and CPA.
Types of Campaigns:
Google Search
We ran search campaigns targeting high-intent keywords across core regions, with geo-specific ads and landing pages tailored to local retreat locations.
Competitor Targeting
Targeted competitor brand names to increase market share and convert travellers exploring alternative retreats.
Microsoft Ads
We adapted the best-performing Google campaigns for Microsoft Ads, opening a new source of qualified traffic and generating additional bookings at a similar CPA.
Remarketing Ads
Used Google Display Network to retarget past website visitors, re-engaging users who had browsed specific retreat pages but not booked.
Results
Our structured, performance-led approach delivered measurable improvements across Azulfit’s entire advertising funnel:
+40% increase in online bookings within 6 months
Introduced regular new ad creative on Google which focused on testing USP’s across each region.
21.5% reduction in cost per conversion on Google Ads
Created and Optimised Location-Specific Landing Pages for Better Relevance
Implemented Regular A/B tests of adverts with landing pages using Campaign Experiments functionality.
Consistent profitability improvements across Google and Microsoft platforms
Settings:
Bidding Strategies
Implemented a custom-built Google Ads script for target CPA bidding, combined with Google’s automated bidding in select campaigns.
Ad Scheduling
Created schedules with automated rules to display different ad creatives on weekdays versus weekends, ensuring ads were shown at the most opportune times.
Demographics
We layered audience targeting by age, gender, and parental status, adjusting bids based on historical conversion performance.
Devices
We analysed performance across desktop, mobile, and tablet devices to identify where the most profitable conversions were occurring. Based on this data, we adjusted bids and tailored ad creatives to suit each device type maximising ROI across all platforms
Interest Targeting
Search campaigns were enhanced with audience layers including in-market segments, past site visitors, and similar audiences—improving targeting precision without narrowing reach.
Locations
We expanded targeting to more countries and refined market segments, allowing us to scale the ad account while maintaining strong conversion rates and profitability.
Ad Testing
Leveraged internal scripts and Google’s native tools for continuous A/B testing and cost-per-lead optimisation.
Landing Page Optimisation
We tested specific landing pages to better match search intent. This dramatically improved conversion rates, leading to a full website redesign to reflect the strongest-performing layouts and messaging.
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