Leads that turn into sales.
A locally-driven Google Ads restructure that closed the gap between online interest and confirmed park sales.
Monte Carlo Parks operates a portfolio of holiday parks and homes across the UK, offering short-term getaways and long-term ownership in scenic countryside and coastal locations.
The brief
Monte Carlo Parks partnered with NovaStory to improve the performance and visibility of their Google Ads investment. With a portfolio of holiday parks and homes across the UK, their goal was to drive a higher volume of sales-qualified leads and gain clearer insight into how paid media was contributing to actual purchases across their locations.
The plan
Despite a strong commitment to digital advertising, Monte Carlo Parks faced challenges with the structure and effectiveness of their existing campaigns. Lead quality varied significantly, and without proper tracking or localisation it was difficult to determine which enquiries were genuine or likely to convert.
Their previous account setup didn’t reflect the distinct needs of each park location or target buyer profile. As a result, there was a disconnect between interest generated online and actual purchases on the ground, and the lack of visibility between media performance and backend sales data limited their ability to confidently scale spend.
The result
NovaStory led a full restructure of their Google Ads account, building a locally-driven campaign strategy tailored to the unique profile of each park. We refined targeting, creative and messaging to speak directly to buyer intent at a regional level, driving higher-quality traffic and stronger conversion rates.
We introduced improved lead tracking and synced campaign performance with backend purchase data, giving the team real-time insight into what was driving results. This tighter integration helped Monte Carlo Parks close the gap between lead generation and confirmed sales: boosting return on ad spend, improving cost-efficiency, and delivering a more predictable, scalable acquisition model.
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