How Bluesun Hotels & Resorts Achieved a 137x ROAS with Demand Gen

Brand

Verticals

Travel & Hospitality

Geography

Croatia

Google Ads Product

Demand Gen

About Bluesun Hotels & Resorts

Bluesun Hotels & Resorts, headquartered in Zagreb, is a Croatian tourism brand managed by Sunce hoteli d.d. that operates 13 beachfront hotels and holiday villages across prime coastal locations.

Challenge

The Challenge

While Bluesun already maintained a strong lower-funnel presence, the primary goal was to scale growth within Croatia’s competitive travel market by strategically expanding into the mid-funnel.

The brand faced several challenges:

Over-reliance on lower-funnel tactics, missing potential guests in the early inspiration and planning phase.
Difficulty in showcasing “visual equity” and the aesthetic beauty of the resorts through standard ad formats.
High seasonal competition and rising costs that threatened ROI and the ability to proactively generate new demand.

Stagnating Mid-Funnel Reach

Limited Visual Engagement

Rising Seasonal Competition

Strategy

The Approach

Building on initial insights from the pilot phases, Bluesun Hotels & Resorts collaborated with Admixer Media to transform pilot learnings into a comprehensive Google Demand Gen rollout. This partnership-driven approach created a high-performance strategy, ensuring the brand remains at the forefront of the competitive travel market.

The setup included:

Multimedia Integration: The campaign deployed high-impact 15-second videos and lifestyle imagery across YouTube (In-stream and Shorts), Gmail, and the Discover feed.
AI-Driven Optimization: Leveraged Google’s AI to analyze highest-performing placements in real-time, delivering the best-performing content to the most relevant audiences.
Proactive Demand Generation: Used behavioral insights to place Black Friday offers in front of high-intent users before they even began their search.

Tools & Technologies

Smart Bidding

Success

The Results

The month-long Black Friday initiative successfully unlocked new traveler segments by proactively generating demand and amplifying brand influence across the digital ecosystem:

53x

direct ROAS with a €20.55 CPA

137x

ecosystem ROAS with a €7.36 CPA

(platform comparable metric)

Nearly 3x

uplift in platform-attributed conversions

(Demand Gen assisted with a massive amount of VTC that would otherwise be missed.)

“With the support of the Admixer Media team, we expanded into the mid-funnel and generated new demand through Demand Gen campaigns. The results proved that this format has a powerful impact on both direct sales and overall performance.”

Bluesun Hotels & Resorts