Case study · Property & built environment

Searipple: boosting bookings for a home away from home.

Searipple Village provides fully managed accommodation for short term stays in Karratha, home to major mining and energy projects. The village suits any workforce, from brief visits to extended stays, for large and small bookings alike.

Sector: Property & built environment
Service: Digital marketing
Channels: YouTube · Google Ads

Digital marketingCampaign delivery

Aerial view of an Australian coastal town.

The challenge

What needed to change.

Searipple Village houses the workforces behind Karratha’s mining and energy projects. It offers flexible, cost effective and safe living with a focus on comfort and lifestyle, and a welcoming atmosphere whether a booking is a brief visit or an extended stay.

Demand for that kind of accommodation is real, but the workers and families who book it are spread across Australia and often decide quickly. Searipple needed to be found by them, and it needed a clear path from first search to confirmed booking.

The business faced three linked challenges: attracting potential customers, filling vacancies in its accommodation facilities and building brand awareness Australia wide.

The task we were set was to raise the visibility of the Searipple facilities, educate the public with engaging content and bring workers to the digital platform. The goal at the end of that path was simple: more people reaching the website, and more of them completing a booking.

Approach

How the work took shape.

Organic social content.

We began with a thorough social media strategy grounded in detailed market analysis. Audience insights were used to refine the ads and lift click through rates, and by understanding the target audience we optimised the creative content to drive growth across multiple social platforms.

Social ads.

Paid social had to increase online conversions, expand the customer base and make better use of ad spend. High quality video and eye catching ads did the work of engaging the audience and driving results.

The Google Ads campaign targeted remote workers seeking temporary housing in Karratha. We focused on relevant keywords and wrote ad copy that highlighted the benefits of staying at Searipple Karratha, then fine tuned the copy and landing pages to match user intent so each click was more likely to convert.

Alongside search, we used Google’s Performance Max to broaden Searipple’s visibility. Performance Max runs Search, Display, YouTube and Discover placements in one campaign, with machine learning handling bidding, targeting and placements. It reaches users across the whole buying journey and reports across every channel in one view, so we could refine the ad content as the campaign ran.

Two Stories, Utilised in the Searipple Campaign, Designed by Emote Digital.

The shift

Reaching FIFO workers and their families where they already were did more than any single channel could.

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The work

The work, up close.

The Google Ads campaigns brought a significant increase in website traffic and in leads from potential customers, while the display campaign lifted brand awareness.

On social, focusing exclusively on targeted paid ads and engaging content meant Searipple reached FIFO workers and their families directly. The content showcased the comfort and convenience of the facilities and resonated with that audience, producing a marked increase in social media interactions and positive sentiment, and a rise in enquiries and bookings for Searipple’s accommodation.

Performance Max did what it was brought in to do. Optimising ad performance through machine learning and automation produced a substantial rise in engagement and conversions, with targeted, dynamic ads showcasing the benefits of Searipple’s facilities to people at different stages of their search.

Those higher interaction rates translated into a notable increase in bookings, and the campaign amplified Searipple’s market presence, contributing directly to increased demand for its services.

Searipple google pmax digital advertising animation 1.

Click through rate is the measure that tells us whether the ads themselves are working, before anyone reaches the website. Across the campaign it improved as audience insights were fed back into the creative and the ad copy was refined against user intent.

The two stories we designed for the campaign gave the ads a visual identity of their own, showing the village rather than describing it, and the Karratha keyword targeting made sure they were seen by people who actually needed accommodation in town.