Building Visibility Before Driving Demand

To support these objectives, Profitroom developed an integrated strategy combining long-term SEO with performance-driven paid media.

The SEO programme included website migration support, a comprehensive SEO audit, keyword analysis, technical optimisation, content optimisation, Google Business Profile recommendations and ongoing link-building.

These activities were designed to protect search visibility during the migration process while improving organic performance and ensuring key landing pages aligned with guest search intent.

Alongside this, Google Ads campaigns were used to capture high-intent demand, support remarketing activity and encourage more guests to book directly through Burleigh Court's website.

Rather than operating in isolation, SEO and paid media worked together throughout the guest journey. SEO strengthened Burleigh Court's long-term visibility, while paid media captured high-intent demand at key decision-making moments, creating a balanced strategy that supported both immediate bookings and sustainable growth.

Turning Visibility into Commercial Growth

Between January and May 2026, Burleigh Court achieved a 32.7% year-on-year increase in direct revenue compared with the same period in 2025.

At the same time, the hotel's distribution mix shifted significantly towards direct-controlled bookings. Direct-controlled accommodation share, representing bookings made through Burleigh Court's own direct channels, increased from 68.4% in 2025 to 86.4% in 2026.

Profitroom's SEO and paid media activity contributed to this growth by increasing Burleigh Court's online visibility and attracting more qualified traffic to the hotel's direct booking channels.

During the latest rolling three-month year-on-year comparison, revenue generated through Google CPC traffic increased from £9,212 to £52,465, representing a 469.5% increase. Purchases also increased from 25 to 91, a 264% year-on-year uplift.

Alongside increased traffic volume, the quality of visitors also improved. Engagement rate increased from 65.13% to 77.55%, while events per session rose from 6.98 to 9.54, indicating that visitors arriving through paid campaigns were engaging more deeply with the website and progressing further through the booking journey.

Between January and May 2026, paid campaigns generated almost £131,500 in conversion value from approximately £5,252 in advertising spend, delivering an estimated 2,500% return on ad spend (ROAS) based on tracked Google Ads conversion value.

Performance was further strengthened through improvements to the measurement framework. By implementing enhanced full-funnel conversion tracking across key stages of the booking journey, Profitroom provided richer conversion signals to Google's Smart Bidding algorithms, helping campaigns optimise towards higher-value users and more conversion-ready traffic

Building Long-Term Search Visibility

While the commercial results compare January to May 2026 with the same period in 2025, search visibility is measured using Google Search Console's rolling year-on-year reporting periods, providing the clearest picture of improvements in organic search performance.

The SEO programme delivered measurable improvements across every key performance indicator.

Over the latest rolling three-month comparison, organic clicks increased from 8.24k to 10.4k, while click-through rate improved from 2.1% to 2.7%.

Most significantly, Burleigh Court's average organic ranking position improved from 26.1 to 10.2, moving key pages substantially closer to the top of Google's search results.

This momentum continued in the latest rolling 28-day comparison, where organic clicks increased from 2.62k to 3.58k, an uplift of approximately 37%. Click-through rate improved from 2.2% to 3.0%, while average ranking position improved from 27.1 to 10.7.

Together, these improvements increased Burleigh Court's visibility for guests actively searching for accommodation in the Cotswolds and strengthened the hotel's ability to capture more high-intent organic traffic.

“

Working with Profitroom has helped us take a more structured and strategic approach to direct bookings. As an independent boutique hotel in a competitive Cotswolds market, it is important for us to strengthen our own digital channels and reduce over-reliance on third parties.

The combination of SEO support, paid media management and improved tracking has helped us attract more high-intent guests through our own website and improve our direct booking performance.

What we value most is the integrated approach, with SEO, Google Ads and conversion tracking working together to support more sustainable direct booking growth.

Corinna Rae Director at Burleigh Court Hotel

A Partnership Focused on Sustainable Growth

For Burleigh Court, SEO and paid media were not treated as separate marketing activities.

Instead, Profitroom delivered an integrated digital acquisition strategy that combined technical SEO, content optimisation, paid advertising and enhanced measurement to improve visibility, attract higher-intent visitors and increase direct booking performance.

Together, these activities helped Burleigh Court strengthen its digital presence, attract more qualified guests and support stronger direct booking performance, contributing to sustained direct revenue growth and a greater proportion of bookings through the hotel's own channels.

Profitroom Services

Burleigh Court's results were supported through an integrated digital marketing strategy delivered by Profitroom, including:

• SEO audit and technical optimisation
• Website migration support
• Keyword analysis and content optimisation
• Google Business Profile recommendations
• Ongoing link-building
• Google Ads management
• Enhanced conversion tracking
• Ongoing campaign optimisation

Together, these services helped Burleigh Court improve online visibility, attract more qualified traffic and strengthen direct booking performance through its own digital channels.