Grupo Camino Real, a Mexican hotel operator with three distinct brands—Quinta Real, Camino Real, and Real Inn—undertook a digital transformation process to improve the attribution of its online results and optimize the performance of its advertising campaigns. In a highly competitive environment, where online travel agencies account for a large share of demand, the company sought to strengthen its direct sales through its website.
To address these challenges, the company implemented a comprehensive Google Ads strategy that combined various solutions aimed at maximizing business impact. The approach included segmenting branded and generic search campaigns by hotel to capture active demand, as well as developing Performance Max corporate campaigns with customized resources and targeted remarketing audiences based on website visitors.
Additionally, the strategy incorporated Demand Gen to integrate remarketing and prospecting efforts, focusing on attracting new audiences with profiles similar to existing guests and highlighting corporate promotions. This approach allowed the brand to expand its reach without sacrificing segmentation precision or investment efficiency.
According to Héctor García Velázquez, Marketing Director of Grupo Camino Real, the use of advanced segmentation tools was key to achieving the established objectives. The combination of solutions such as Performance Max and Smart Bidding, along with strategic support from Mirai, allowed them to deliver relevant messages at the right time and optimize campaign performance.
Mirai provided strategic consulting and active campaign management, supporting the company in diversifying its digital strategy while maintaining profitability as a central focus. The agency highlighted the collaborative work with Google and the Grupo Camino Real team as a key factor in achieving the results obtained.
As a result of this strategy, Grupo Camino Real recorded a 7% year-over-year increase in direct sales through its website and a 9.9% increase in total sales across all channels, including the booking engine and call center. These improvements translated into an 83% increase in revenue attributed to Google Ads and a 9x return on advertising investment.
Google highlighted the impact of the comprehensive strategy and the joint work with Mirai, emphasizing that the combination of structured search campaigns, Performance Max, and Demand Gen made it possible to boost demand and achieve levels of efficiency that reflect the potential of a well-orchestrated digital plan.