Following a full audit, Stratagess implemented a strategy built around four core pillars:

1. Maximize Budget Efficiency

Shifted campaigns away from vanity metrics (reach, clicks) toward conversion-based optimization, ensuring spend focused on users most likely to book.

• Rebuilt tracking across website and booking platform to properly capture conversions
• Optimized campaigns for actions like landing page views and purchases, not just clicks

2. Build a Structured Funnel

Reorganized campaigns into a full-funnel approach to guide users from discovery to booking:

• Top of Funnel: Drive awareness with high-impact creative and broader targeting
• Mid Funnel: Re-engage interested users with education and experience-focused content
• Bottom Funnel: Convert high-intent users with urgency, offers, and direct CTAs

Each stage had distinct audiences, messaging, and KPIs, creating a more intentional path to purchase.

3. Align Strategy with Seasonality

Adjusted budget allocation and campaign focus based on peak booking windows, allowing for:

• Greater investment in awareness early in the season to fill the pipeline
• Increased conversion focus during peak demand periods
• Real-time budget shifts based on performance and demand

4. Elevate Creative + Messaging

Introduced creative testing and variation to improve performance:

• Multiple creatives per campaign (vs. single assets previously)
• Content aligned to funnel stages (inspiration → education → conversion)
• Leveraged real customer experiences, partnerships, and social content