CA$3.88M in Conversion Value from CA$91K Ad Spend — 4,255% ROAS

An anonymized independent Calgary boutique hotel case study: clean conversion tracking, a rebuilt Google Ads strategy, and revenue-focused optimization.

Industry: Hospitality Location: Calgary, Canada Stack: GA4, GTM, Google Ads (PMax/Search), Looker Studio, Hotjar

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Results at a glance

What changed with measurement + PMax

3.93M

Total Impressions

194,402

Total Clicks

22,119.46

Recorded Conversion Actions

CA$3.88M

Conversion Value

CA$91,194

Media Spend

4,255%

Overall ROAS (42.55x)

CA$0.47

Average CPC

4.94%

CTR

The challenge

No conversion tracking—ad spend wasn’t tied to bookings or leads, so ROI was invisible.
Poor campaign setup—inefficient structures and broad targeting wasted budget.
Overall underperformance—competitors outpaced the hotel across paid search.

Strategy

Rebuild measurement end-to-end (GA4 + GTM): bookings, leads, and revenue stitched to channels.
Shift budget to conversion-driven Performance Max + high-intent Search built around hotel bookings & catering.
Device-aware planning: desktop for high-value bookings; mobile to scale discovery efficiently.

Device-level insights

How the data sharpened our optimization

What we saw

Mobile drove 71.3% of clicks—cheap scale and strong top-of-funnel discovery.
Computers generated ~59.6% of revenue from ~45% of spend—higher booking values.
Tablets & TV screens contributed <1%—de-prioritized to reduce noise.

Evidence

Google Ads result summary

Google Ads performance trend chart for the Calgary hotel case study from April 2023 to July 2026

Campaign report period: April 1, 2023 – July 21, 2026. Results reflect Google Ads platform-attributed conversion value for one confidential client. Conversion actions may include bookings, leads, and other configured actions; they are not equivalent to a count of completed stays. Conversion value is not audited net revenue or incremental profit. Results vary.

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