Driving High-Volume Conversions Through Strategic Google Ads Optimization
MMB partnered with Park n Fly to evaluate and optimize its Google Ads ecosystem, uncovering growth opportunities across campaign structure, audience targeting, conversion tracking, and budget allocation. The engagement provided a clear roadmap for scaling bookings while maintaining exceptional acquisition efficiency.
Park n Fly
Travel & Transportation
Performance Marketing (PPC Management & Conversion) Optimization
6,700+
Conversions Generated in a Single Month
62.0%
Conversion Rate Achieved
19.1%
Account-wide CTR
NZ$0.58
Cost per Conversion
10,800+
Qualified Clicks
The Challenge
Park n Fly was generating strong booking volumes through Google Ads, but several account inefficiencies limited further growth. Budget constraints, keyword bloat, incomplete ad assets, and underutilized targeting opportunities prevented the business from maximizing conversion potential and advertising efficiency.
Our Strategic Approach
MMB implemented a performance-led PPC optimization strategy focused on improving campaign efficiency, strengthening audience intelligence, enhancing conversion tracking, and identifying scalable opportunities for long-term growth.
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Budget Optimization
Focused on improving campaign efficiency through budget allocation, keyword refinement, campaign prioritization, and performance optimization.
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Audience & Market Intelligence
Analyzed user behavior, demographics, devices, and locations to identify the segments generating the highest booking volume and conversion efficiency.
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Ad Experience Optimization
Enhanced ad relevance, visibility, and engagement through creative improvements, asset expansion, and ad strength optimization.
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Conversion Intelligence
Strengthened measurement accuracy and bidding intelligence to improve optimization decisions and support long-term account scalability.
Budget Optimization
Focused on improving campaign efficiency through budget allocation, keyword refinement, campaign prioritization, and performance optimization.
Audience & Market Intelligence
Analyzed user behavior, demographics, devices, and locations to identify the segments generating the highest booking volume and conversion efficiency.
Ad Experience Optimization
Enhanced ad relevance, visibility, and engagement through creative improvements, asset expansion, and ad strength optimization.
Conversion Intelligence
Strengthened measurement accuracy and bidding intelligence to improve optimization decisions and support long-term account scalability.
Budget Optimization
Focused on improving campaign efficiency through budget allocation, keyword refinement, campaign prioritization, and performance optimization.
Audience & Market Intelligence
Analyzed user behavior, demographics, devices, and locations to identify the segments generating the highest booking volume and conversion efficiency.
Ad Experience Optimization
Enhanced ad relevance, visibility, and engagement through creative improvements, asset expansion, and ad strength optimization.
Conversion Intelligence
Strengthened measurement accuracy and bidding intelligence to improve optimization decisions and support long-term account scalability.
Engagement Model
Functions & Team involved
Delivery Model
PPC Optimization & Growth Management
Team Structure
PPC Strategist, Performance Analyst, Conversion Specialist
Reporting Frequency
Monthly Performance Reviews
Optimization Cycle
Continuous Monitoring & Refinement
Delivery Model
PPC Optimization & Growth Management
Team Structure
PPC Strategist, Performance Analyst, Conversion Specialist
Reporting Frequency
Monthly Performance Reviews
Optimization Cycle
Continuous Monitoring & Refinement
Delivery Model
PPC Optimization & Growth Management
Team Structure
PPC Strategist, Performance Analyst, Conversion Specialist
Reporting Frequency
Monthly Performance Reviews
Optimization Cycle
Continuous Monitoring & Refinement
Delivery Model
PPC Optimization & Growth Management
Team Structure
PPC Strategist, Performance Analyst, Conversion Specialist
Reporting Frequency
Monthly Performance Reviews
Optimization Cycle
Continuous Monitoring & Refinement
What We Did
We implemented a data-driven, multi-channel strategy to bridge gaps in technical infrastructure, local visibility, and content, building a unified engine that captures intent and drives consistent revenue growth.
Growth Area
What we delivered?
Account Audit
Conducted a full performance review across campaigns, keywords, audiences and conversion tracking
Budget Optimization
Identified budget-limited campaigns and recommended budget expansion for growth-driving campaigns
Keyword Cleanup
Evaluated more than 14,000 keywords and isolated non-performing segments for removal
Device Optimization
Analyzed device-level performance and identified mobile as the primary conversion driver
Ad Scheduling
Mapped conversion trends across days and hours to identify peak-performing windows
Geographic Targeting
Segmented top-performing locations including Auckland and Auckland Airport
Demographic Analysis
Isolated high-converting age groups and developed bid adjustment recommendations
Ad Asset Enhancement
Expanded headline, description, and extension opportunities to improve visibility
Audience Strategy
Introduced audience observation opportunities for traveler-based targeting
Conversion Tracking
Recommended Enhanced Conversions implementation for improved attribution accuracy
Bidding Strategy Review
Evaluated transition opportunities from Maximize Conversions to Maximize Conversion Value
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The Results
Performance measured across visibility, engagement, conversions, and business growth.
Campaign Performance
| Metric | Performance |
|---|---|
| Clicks | 10.8K+ |
| Impressions | 56.6K+ |
| CTR | 19.1% |
| Conversions | 6.7K+ |
| Conversion Rate | 62.0% |
| Ad Spend | NZ$3.88K |
| Average CPC | NZ$0.36 |
| Cost Per Conversion | NZ$0.58 |
Key Insight High engagement and conversion rates demonstrated strong alignment between user intent, campaign targeting and ad messaging.
Top Campaign Performance
| Campaign | CTR | Avg. CPC | Cost/Conversion |
|---|---|---|---|
| Branded Campaign | 31.28% | NZ$0.32 | NZ$0.56 |
| Lead Campaign | 16.86% | NZ$0.46 | NZ$0.60 |
| Search Max Clicks | 16.08% | NZ$0.23 | NZ$0.55 |
| DSA Search | 11.11% | NZ$0.15 | NZ$0.86 |
| Search Parking | 5.69% | NZ$0.25 | NZ$0.57 |
Key Insight Branded search campaigns consistently generated the strongest performance, while supporting search campaigns expanded reach at highly efficient acquisition costs.
Audience & Targeting Insights
| Segment | Performance |
|---|---|
| Top Device | Mobile |
| Mobile Clicks | 4,737+ |
| Highest-Converting Age Group | 25–34 |
| Cost Per Conversion (25–34) | NZ$0.70 |
| Best Performing Day | Thursday |
| Peak Conversion Rate | 6.41% |
Key Insight Mobile users and travelers aged 25–34 represented the most valuable audience segments. Strategic bid adjustments toward these groups presented significant opportunities for incremental growth.
Overall Business Impact
| Growth Area | Impact |
|---|---|
| Lead Generation | 6,700+ Monthly Conversions |
| Acquisition Efficiency | NZ$0.58 Cost Per Conversion |
| Search Visibility | 19.1% CTR Across Campaigns |
| Audience Engagement | 10,800+ Qualified Clicks |
| Conversion Performance | 62% Conversion Rate |
| Growth Readiness | Clear Optimization Roadmap Identified |
Key Insight Data-driven optimization positioned the account for continued booking growth while preserving exceptional advertising efficiency.
Geographic Performance
| Location | Conversions |
|---|---|
| Auckland | 1,036+ |
| Auckland Airport | 496+ |
| High-Performing Suburbs & Postal Zones | Significant Conversion Density |
Key Insight Conversion activity was concentrated around major travel hubs, creating opportunities for location-specific bidding strategies and hyper-local campaign expansion.
Client Quote.
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Our Tech Stack & Tools
We deployed an agile, high-performance toolkit for SEO, analytics, and paid media to support scalable operations, ensuring data-driven decision-making and continuous optimization across every customer touchpoint.
Geographic & Campaign Optimization
Bid & Budget Management
Keyword Research & Optimization
Analytics & Measurement
Reporting & Visualization
Conversion Tracking
Audience Insights
Paid Advertising
Geographic & Campaign Optimization
Bid & Budget Management
Keyword Research & Optimization
Analytics & Measurement
Reporting & Visualization
Conversion Tracking
Audience Insights
Paid Advertising
Case Studies
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