Såstaholm hotell & konferens: 144% more conference leads, without raising the cost per lead

Såstaholm is a hotel and conference venue in Täby, just north of Stockholm. It hosts everything from one-day conferences to multi-day kick-offs with overnight stays.

Challenge

Solution

  • Location-based ad groups: Built around where planners want to meet, such as Täby, Arlanda and northern Stockholm, so each search meets an ad written for that exact intent.
  • Tailored ads: Gives Google the strongest possible relevance signal.
  • Controlled scaling: Phrase and exact match came first, and the budget was scaled step by step as results held.
  • Broad match, once ready: Once learnings had stabilized, broad match was added for suitable keywords, letting Google’s AI match on intent rather than wording.
  • Timed to booking windows: Each campaign ran during one of the main booking windows, with an offer and messaging built for that window.
  • Dedicated landing pages: Each offer had its own page, so the page, the ads and the targeting all sent the same signal.
  • First-party audience signals: Audience signals were built on Såstaholm’s own customer data, giving the AI a clear picture of who to reach.
  • Several message types: Copy covered unique selling points, social proof and urgency, giving the AI more ways to match Såstaholm to the right planner.

Key takeaways

  • 1

    Scale in steps, not leaps

    Starting with phrase and exact match, and scaling only as results held, let investment grow 140% while the cost per lead stayed flat.

  • 2

    Broad match works once the foundation is in place

    Added after learnings had stabilized, broad match converted at 26% lower cost than phrase and exact match.

  • 3

    Give the AI one consistent story

    When the landing page, ads and audience signals all point the same way, Performance Max can find planners that keywords miss.

Results

+144% Conference leads, at unchanged cost per lead
+189% Conference conversions, at 17% lower cost per conversion
+880% Conversions from Search, at 62% lower cost per conversion
+450% Performance Max leads in a single booking window, at 55% lower cost per lead

“ What I really appreciate about working with Trickle is how they combine strategic thinking with a genuine understanding of our business. They’re proactive, challenge us in the right ways and, most importantly, deliver results that make a real difference.

Caroline Björkgren, på Winn Hotel Group Såstaholm hotell & konferens

Project team

  • Andreas Jallinder

    Andreas Jallinder

    Head of SEM

Sofia Sandelin

Contact Sofia

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