Beachfront Resort — Riviera Maya, Mexico
Metrics at a Glance – 7.9 × Search ROAS | -35 % OTA share | US $15 CPL
Client name withheld for privacy
Challenge
Perched on a private stretch of Riviera Maya coastline, the 42-suite resort paid steep OTA commissions for 70 % of room nights and blended in with mass-market all-inclusive listings. Generic keywords (“Mexico beach resort”) attracted price-shoppers, and the property’s lean team had no paid-social blueprint to reach affluent couples and honeymooners.
Our Approach
Positioning & Copy Consultancy – Distilled the promise to “Sea-to-Soul Sanctuary”, rewrote page headlines and meta descriptions, and handed over an optional welcome-email outline for the client’s CRM.
Long-Tail, Bilingual Search Strategy – 65 % of spend flowed into exact- and phrase-match terms such as “adults-only beachfront resort Tulum private plunge pool” and “lujo eco-resort Riviera Maya piscina privada,” with negatives like “cheap” and “hostel” to screen bargain hunters.
Geo-Value Bidding – +30 % bid modifiers for New York, Toronto and Mexico City—top ADR markets—while throttling low-yield geos.
Paid-Social Amplifier – Leveraged the resort’s own drone fly-overs and sunset stills in Meta Advantage+ campaigns; look-alikes seeded from high-spend guest lists. Ad sequencing followed Dream (immersive drone clip), Plan (suite & cenote carousel), Book (limited-inventory countdown).
Data-Driven Optimisation – Weekly audits pruned under-performing keywords, refreshed ad extensions (private cenote, butler service), and day-parted bids to North-American evening research windows—no new content production required.
Results
Within 90 days, Search ROAS climbed to 7.9 ×; OTA reliance slid 35 %, unlocking six-figure margin; cost-per-lead stabilised at US $15 while qualified enquiries jumped 41 %.
Takeaway
A compelling luxury narrative plus long-tail, geo-tuned PPC and asset-light paid social redirected high-margin travellers away from OTAs and straight into the resort’s booking engine—proving Mexican properties can boost direct revenue without expensive new creative.