Generating 1,600 leads through an integrated PPC and Paid Social strategy

Riverside Caravan Park is a family-run holiday park set amongst the Yorkshire Dales. With multiple propositions including touring, seasonal touring and holiday opportunities, our objective was to build a paid media strategy capable of capturing existing demand while communicating what makes Riverside different from larger, more commercial holiday parks.

The Challenge

Riverside operates in a competitive market where customers have a significant number of parks and destinations to choose from.

While price, facilities and availability are important, the decision is also heavily influenced by the experience of the park itself: its location, surroundings, atmosphere and suitability for repeat visits.

Our challenge was to translate those qualities into paid media while ensuring we continued to capture people actively searching for touring and caravan park options.

The Strategy

We built an integrated Google Ads and Meta Ads strategy, with the two channels playing complementary roles.

Google Ads focuses on capturing existing intent across key areas such as touring, seasonal touring, caravan parks and relevant location-led searches. Structuring activity around these different requirements allows us to align messaging more closely with what potential customers are actually looking for.

Meta has allowed us to bring the Riverside experience to life.

Rather than relying purely on traditional promotional messaging, we've focused heavily on the story behind the park: its history, family-run nature, beautiful surroundings and the experience customers can expect when they arrive.

Drone footage has been particularly valuable, providing prospective visitors with a sense of the scale, location and scenery of Riverside that is difficult to communicate through copy alone. This has been supported by high-quality static imagery and proposition-specific creative.

This combination allows us to capture demand through search while creating demand through social.

It also gives us the flexibility to change emphasis throughout the year. Seasonal touring, touring pitches and broader park messaging can be increased or reduced depending on availability, seasonality and business priorities, rather than relying on one generic campaign throughout the year.

Results

Our paid media activity has established a highly efficient and scalable source of enquiries for Riverside.

1,600 leads generated

£4.60 cost per lead

By combining high-intent search activity with visual storytelling across Meta, we've been able to generate leads efficiently while ensuring Riverside's history, family feel and location remain central to the marketing.