Hotel Björkliden had built a strong destination brand over many years. Together with Ananda, the ambition was to build a structured and performance-driven digital marketing approach - starting with Google Ads. The focus was to increase direct bookings by aligning digital investment with real booking intent and seasonal demand cycles. Rather than expanding broadly, campaigns were structured around high-intent search behavior and the hotel’s strongest commercial offerings. Within a 60-day period, the new structure delivered measurable revenue impact and established a scalable foundation for continued digital growth, generating over 300 conversions including email inquiries, phone calls and direct bookings.
Direct bookings
Direct Booking Revenue
Return on Ad Spend
Robin Grannesberger
Founder of Ananda
Robin Grannesberger
Founder of Ananda
Ananda developed and executed a structured performance framework tailored to the hotel’s seasonal demand cycles and direct booking objectives. By rebuilding the Google Ads structure around commercial intent, implementing transparent revenue tracking, and aligning investment with profitability metrics, we created a revenue-aligned setup designed for scalable growth.
Ananda developed and executed a structured performance framework tailored to the hotel’s seasonal demand cycles and direct booking objectives. By rebuilding the Google Ads structure around commercial intent, implementing transparent revenue tracking, and aligning investment with profitability metrics, we created a revenue-aligned setup designed for scalable growth.
We harnessed the power of both Google Ads and Meta Ads to create a cohesive marketing effort that maximized reach and conversion potential. By carefully analyzing the strengths of each platform, we were able to tailor our strategies to target the right audience segments.
Identifying flagship products that best represented FreeFoot's brand and value proposition was key. We also delved deeper to find "sleeper" products—those with untapped potential that hadn’t yet been highlighted.
Active collaboration with FreeFoot ensured that we were always aligned and got real-time feedback. Regular check-ins allowed us to make swift adjustments to campaigns based on performance data and emerging opportunities.
Understanding the customer journey from awareness to purchase was crucial, allowing us to create targeted campaigns for each stage of the funnel. This engagement were driving higher engagement and conversion rates
Thoroughly understanding the client's market and product
A deep understanding of FreeFoot’s market and product line was essential to crafting effective marketing messages. We conducted extensive research to grasp customer preferences, market trends, and competitive dynamics.
Once initial profitability goals were met, it was important to scale campaigs strategically. We employed data-driven insights to identify which areas of the marketing mix were driving the best returns and could further boost revenue and ROAS.
Mapped booking intent and peak demand periods to prioritize high-converting segments.
Rebuilt Google Ads with segmentation across Brand, Destination and Intent clusters to capture profitable demand.
Implemented revenue-based dashboards and conversion tracking to ensure full visibility into bookings, assisted conversions and profitability.
The Digital Strategy provided invaluable insights into:
Within a 60 day period, Hotel Björkliden generated 1.22M SEK in direct booking revenue at 17.0x ROAS through a structured Google Ads framework. The results demonstrate how aligning investment with booking intent and seasonality can turn digital marketing into a predictable revenue driver.
Robin Grannesberger
Founder of Ananda
Jihua Liu
Infertility Aid & Dr. Yang's Clinic
Meeting the founders Dr Minqi Yang och Jihua Liu has been inspiring, and by sharing Infertility Aid's unique story and expertise on digital platforms, we have not only reached goals of exponential increased lead generation. We have also succeeded in broadening the understanding and acceptance of alternative infertility treatment methods, underscoring the importance of accessibility and choice in women's health-related decisions.
Within a 60 day period, Hotel Björkliden generated 1.22M SEK in direct booking revenue at 17.0x ROAS through a structured Google Ads framework. The results demonstrate how aligning investment with booking intent and seasonality can turn digital marketing into a predictable revenue driver.
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