--- title: "Rabbies Case Study: 236% increase in booking revenue | Clean Digital" description: "How Clean Digital delivered 236% increase in booking revenue for Rabbies. The paid media strategy, account work and results across paid search, Google Ads and paid social." canonical: "https://cleandigital.co.uk/case-studies/rabbies" image: "https://cleandigital.co.uk/images/case-studies/rabbies/preview-rabbies-clean-digital.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Rabbies 236% increase in booking revenue [Get results like these](https://cleandigital.co.uk/contact) [All case studies](https://cleandigital.co.uk/case-studies) Channels [Paid Search](https://cleandigital.co.uk/paid-search) · [Paid Social](https://cleandigital.co.uk/paid-social) · [Data & Analytics](https://cleandigital.co.uk/data-and-analytics) · [Programmatic](https://cleandigital.co.uk/programmatic) [![Fraser Smith, Chief Strategy Officer](https://cleandigital.co.uk/images/team/headshots/fraser-smith.png)![Aitor Larrañaga, Head of Data & Analytics](https://cleandigital.co.uk/images/team/headshots/aitor-larranaga.png)![Sean McGauran, Senior PPC Specialist](https://cleandigital.co.uk/images/team/headshots/sean-mcgauran.png) Meet the team](https://cleandigital.co.uk/about) ![Rabbies paid media campaign](https://cleandigital.co.uk/images/case-studies/rabbies/hero-rabbies-clean-digital.webp) ## Our impact 109% YoY increase in tour bookings 236% YoY increase in booking revenue 17% Higher YoY spend across PPC channels ## The client Rabbie's Tour Group is a highly acclaimed travel company based in Edinburgh, Scotland. They specialise in small group tours throughout the United Kingdom, Ireland and Europe, offering intimate and personalised experiences. Rabbie's Tour Group prides itself on its sustainable tourism practices. Their breadth of tours includes everything from day trips to extended journeys, exploring historical sites, stunning landscapes, and cultural hotspots. The tours are guided by expert guides who bring each location to life with their knowledge and passion. Sector Travel & Tourism What we managed [Paid Search](https://cleandigital.co.uk/paid-search) · [Paid Social](https://cleandigital.co.uk/paid-social) · [Data & Analytics](https://cleandigital.co.uk/data-and-analytics) · [Programmatic](https://cleandigital.co.uk/programmatic) ## The work ## The challenge - Increase [PPC](https://cleandigital.co.uk/paid-search) tour bookings & revenue for Rabbie's with a slightly higher yearly budget - Improve account efficiency to maximise the return-on-advertising spend of every pound spent across the various markets - Layer in Brand Awareness via [Paid Social](https://cleandigital.co.uk/paid-social) and [Programmatic](https://cleandigital.co.uk/programmatic) activity to support Paid and Non-Paid growth - Develop presence within the United States for Rabbie's to achieve a foothold in the North American market ## Our approach - Full account restructures - Utilised [paid search](https://cleandigital.co.uk/paid-search) /social & [programmatic](https://cleandigital.co.uk/programmatic) to support the online funnel - Implemented A Smart Bidding strategy that aims for a set cost per conversion (target CPA). - Leveraged activity within UK and emerging US market - Assessed key tour departure points to maximise market presence - Continual analysis & optimisations of strong converting/AoV Tour Bookings ## What we delivered Indexed performance prior year = 100 Prior year With Clean Digital Each metric is indexed to the prior year (100), so a bar at 227 is a 127% year-on-year increase. Figures are tracked through conversion tracking and GA4. - [PPC](https://cleandigital.co.uk/paid-search) revenue increased by an additional **109%** YoY. - Our Target cost per acquisition: bidding to hit a set average cost per conversion. bidding contributed towards generating a **236%** increase in [Google Ads](https://cleandigital.co.uk/google-ads-agency) tracked revenue. - All achieved from just a **17%** higher YoY spend across the [PPC](https://cleandigital.co.uk/paid-search) channels. - Rabbie's has bolstered its position as one of Scotland's top tour operators by significant YoY expansion across all online sectors, namely [PPC](https://cleandigital.co.uk/paid-search). This, coupled with a more consolidated restructure, enabled Rabbie's to secure the additional tour bookings & revenue so far in 2023. ## The creative ## What we ran 0 1 Demand capture ### Paid search & PPC Catch high-intent demand profitably [Paid search management](https://cleandigital.co.uk/paid-search) [Google Ads management](https://cleandigital.co.uk/google-ads-agency) Google Ads and Microsoft Ads, run so the budget follows the searches that produce revenue. Depending on the account, that can mean tightening search-term control, separating brand from non-brand, fixing conversion tracking, or governing Shopping and Performance Max, the account work that often decides whether paid search pays back. Platforms & scope Shopping · Performance Max · Conversion tracking 0 2 Demand creation ### Paid social Creative that keeps producing demand [Paid social management](https://cleandigital.co.uk/paid-social) Meta, Instagram, TikTok and LinkedIn, often run on a standing creative testing system. Where it helps, we feed lead quality and revenue back into the platforms, so budget can move to the audiences and ads that bring in customers and the reporting holds up with your sales team. Platforms & scope Creative testing 0 3 Reach & retargeting ### Programmatic advertising Reach tied to measurable demand [Programmatic advertising](https://cleandigital.co.uk/programmatic) Display, native, video, audio, CTV and DOOH bought through StackAdapt, with the audience quality, inventory control and frequency caps that aim to keep budget out of junk placements and connect reach to assisted demand, retargeting and downstream behaviour. Platforms & scope Display · Native · Video · CTV · DOOH · Retargeting 0 4 Measurement ### Data & analytics Numbers your bidding and reporting can trust [Conversion tracking & analytics](https://cleandigital.co.uk/data-and-analytics) GA4, Google Tag Manager and offline conversion imports, built to make the numbers your bidding and reporting rely on accurate. Often value-based bidding, attribution and dashboards scoped to the decisions you make each month. Platforms & scope Conversion values · Attribution · Dashboards ## More results [![Arden University case study](https://cleandigital.co.uk/images/case-studies/arden-university/preview-arden-university-clean-digital.webp) Higher Education 127% 127% YoY increase in PPC enrolments Arden University Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [![Dobbies Garden Centres case study](https://cleandigital.co.uk/images/case-studies/dobbies/preview-dobbies-garden-centres-clean-digital.webp) Retail & Garden 14:1 Delivered a 14:1 ROAS for the "Spring It On" campaign Dobbies Garden Centres Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) ## Common questions What did Clean Digital do for Rabbies? We managed [Paid Search](https://cleandigital.co.uk/paid-search), [Paid Social](https://cleandigital.co.uk/paid-social), [Data & Analytics](https://cleandigital.co.uk/data-and-analytics), [Programmatic](https://cleandigital.co.uk/programmatic) as one paid media account for Rabbies, focused on the work that drives revenue rather than vanity metrics. The headline outcome was **236%** increase in booking revenue. How are the results measured? Performance is indexed against the prior year (prior year = 100) and tracked through [conversion tracking](https://cleandigital.co.uk/data-and-analytics) and [GA4](https://cleandigital.co.uk/data-and-analytics), so the figures reflect outcomes the bidding and your reporting can rely on. What is value-based bidding? [Value-based bidding](https://cleandigital.co.uk/data-and-analytics) feeds the real value of each conversion back into the platforms, so budget moves toward the conversions worth the most rather than simply the cheapest. It is core to how we scaled this account. How long does paid media take to show results? Quick wins from cutting wasted spend and fixing [conversion tracking](https://cleandigital.co.uk/data-and-analytics) often show within weeks, while compounding gains from [value-based bidding](https://cleandigital.co.uk/data-and-analytics) and creative testing build over the following months. Can you get results like Rabbies's for our account? Most likely, if your paid media spend is material. A senior specialist will review your [Google Ads](https://cleandigital.co.uk/google-ads-agency) and [paid social](https://cleandigital.co.uk/paid-social) accounts and show you where the same gains are hiding, with a free, no-obligation account review. ```json {"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://cleandigital.co.uk"},{"@type":"ListItem","position":2,"name":"Case studies","item":"https://cleandigital.co.uk/case-studies"},{"@type":"ListItem","position":3,"name":"Rabbies","item":"https://cleandigital.co.uk/case-studies/rabbies"}]} {"@context":"https://schema.org","@type":"Article","headline":"Rabbies Tours","description":"How Clean Digital delivered 236% increase in booking revenue for Rabbies. 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