Woolacombe Bay Holiday Parks
Who is Woolacombe Bay Holiday Parks?
Woolacombe Bay Holiday Parks operate three holiday parks in Woolacombe, UK, offering a range of accommodation from camping and touring to luxury surf lodges.
The challenge.
Woolacombe Bay Holiday Parks is a long-standing family-run business that capitalise effectively on search demand to drive the lionshare of their bookings. Simultaneously, they were utilising Meta ads primarily as a mechanism to reach customers that already showed intent to process.
Ads were geared towards capturing demand, but they wanted more bookings than their current paid media strategy was capable of bringing in due to reaching near diminishing returns on both their Google & Meta activity.
- Improving the results of meta activity to streamline efficiency and achieve better ROAS for similar spend levels.
- Maintaining the brand and feel of Woolacombe Bay while exploring new creative options to bring a fresh feel to assets.
The approach.
We reimagined their media mix, positioning more spend towards meta ads than had been done historically and changing the meta ads strategy to focus more on new customer acquisition. We introduced campaign types like Advantage+ Shopping, consolidated their campaign structure, implemented server-side conversion tracking and expanded targeting.
The next big piece of the puzzle was rethinking how they appear in Meta ads through ad creative. This began with deep research into their customers and the market around them to build a new approach that would enable us to drive demand and stand out within the social feed. We identified key emotional levers and heuristic approaches to increase the likelihood that new customers would convert.
We identified that their creative was almost exclusively offer-based, lower-funnel positioned. Competitors were doing the same, and so we were competing on price, not the incredible facilities the holiday parks have to offer.
To facilitate long-term account growth, a more thorough creative testing approach would be required alongside a more diverse set of ad creative. Structurally, we implemented a creative testing framework to the campaigns, setting up a designated testing campaign, a remarketing campaign with unique creative and a “winners” Advantage+ Shopping campaign for our top performing creative tests.
We made a start with a more native ad approach, mimicking the creative that users are more accustomed to seeing in their organic feed, such as user-generated content, and removed price-focused ads almost entirely.
As a family-run business, our experience means we tend to stay away from the larger agencies and prefer something much more hands on, so this partnership has been a great fit. By shifting our Meta strategy to focus on new customer acquisition and more engaging, experience-led creative, we’ve driven stronger results with greater efficiency. The impact has been clear: significant revenue growth, even to the point of reaching capacity. A fantastic outcome and a solid foundation for continued growth.
The results.
Our improved account structure, alongside improving ad diversity and positioning, led to increased demand and spend efficiency.
In 2024, we spent 14.42% less than in 2023 yet achieved 30.49% more revenue than the previous year.
The real benefit of these compounding learnings becomes even more present in year two, with a spend increase of just 9.28% year over year, we achieved 68.16% more revenue. A fantastic result, which was also limited due to pulling back ad spend due to reaching capacity at their parks!
| Metric | 2023 to 2024 | 2024 to 2025 |
| Ad spend. | -14.42% | +9.28% |
| Revenue. | +30.49% | +68.16% |
