1,072% ROAS and a Booking Engine That Finally Adds Up

The Challenge

Nightspace runs 36 holiday lets across Harrogate and the Yorkshire Dales, with bookings handled through the SuperControl booking system. They wanted more direct bookings from Google, but the machinery behind the website was also letting them down in ways nobody could see:

• Bookings weren't being counted. Google Analytics wasn't recording completed bookings at all, so there was no way to tell which marketing actually produced a stay.
• When bookings were recorded, the value was wrong. Guests pay a deposit at checkout, and the deposit was the only figure being passed through, so every booking looked like a fraction of its real value.
• Prices on the site didn't match reality. The "from" prices shown on property pages were set by hand, and they drifted away from the real nightly rates in the booking system.
• Google was missing the basics. An SEO audit found 39 indexable pages with no meta description, the summary Google shows in search results.
• The site was slow. Property galleries were loading full-size photos where small thumbnails should have been.

The Strategy

Performance Max for direct bookings: We ran a Google Ads Performance Max campaign to win more bookings for Nightspace's properties straight from Google. It produced £49.6k in conversion value from £4.63k of ad spend: a 1,072% return on ad spend, across 256 conversions.

Booking tracking, rebuilt: We traced why completed bookings never reached Google Analytics (the thank-you page wasn't firing the purchase event) and fixed it. We then rebuilt the tracking so each booking reports the full value of the stay, not just the deposit, and tested it end to end with real bookings.

A daily pricing audit: An automated check now compares every property's "from" price on the website with the live rate in the booking system each night, and flags anything that has drifted. The first audit found 21 properties showing a "from" price that didn't match the real rate, and all of them were corrected. Prices now update from the booking system automatically.

SEO fixes at the source: Rather than patching pages one by one, we fixed the site theme so every page automatically gets a properly sized meta description. That cleared all 39 missing descriptions in one release.

Faster galleries: We generated properly sized image versions for every gallery, so pages load small thumbnails first instead of full-size photos.

Reporting that runs itself: A monthly report pulls figures from the booking system, Google Analytics, Search Console and Google Ads into one branded document, so the team sees bookings and marketing performance side by side without building spreadsheets.

Email marketing: Seasonal campaigns to Nightspace's guest list, including a late-summer offers email sent to over 3,400 past guests and subscribers.

The Results

• 1,072% ROAS from Performance Max: £49.6k conversion value from £4.63k spend, 256 conversions
• Every booking now tracked at full value: marketing can finally be judged on the stays it produces
• 21 incorrect "from" prices corrected, with a nightly audit so prices can't silently drift again
• 39 pages fixed for Google in a single release
• Faster property pages, with galleries loading sized images instead of full-size photos
• Automated monthly reporting across booking and marketing data

This is ongoing work rather than a one-off project: we look after Nightspace's website, tracking and marketing month to month.