The Problem
Bocobay offers full management and rental services for property owners seeking professional, hassle-free management for their vacation rentals based in the Caribbean. Their growth is dependent on finding new homeowners to support. They were using Google Ads and Meta Ads to channel leads to their website, but growth had stagnated at 8% for 6 months.
It wasn’t clear where to start improving to create new leads. Was the website the key driver? If so, where should they begin updating it? Or should they channel more spend into traffic acquisition—and if so, was Google or Meta Ads the better investment?
The Solution
Decima’s proprietary causal AI attributes conversion to digital marketing campaigns and website content as accurately as an A/B test. Even better—it works with historical GA4 data, meaning spend could be optimised from day one without any complex experimentation.
> “Before Decima, we were struggling to piece together what was really driving growth—we had 3 sources: GA4, Google Ads and Meta Ads, with each telling a different story,” says Nick, CEO @ Bocobay.
Each week they were exporting the data into Excel and trying to unravel what was moving the needle.
From day one, the Decima causal model began optimising spend across the marketing campaigns and strategic content updates on website pages. By day 30, Decima’s proprietary causal model had cut Google Ad spend by 57.5% without any negative effect on growth.
Spend optimisation is only one half of the equation. To optimise customer acquisition cost even further, new ways to acquire customers were needed. It wasn’t enough to optimise existing growth levers – they needed to find more.
This became the genesis of the Causal Generative Model. This not only measures the causality of existing marketing campaigns, but also categorises and prioritises based on your strategy to make suggestions on what to try next.
The Outcome
- 57.5% decrease in average Daily Ad spend
- 46.8% increase in daily conversions through new campaigns and optimised website content
Bocobay is now using these insights to fuel their next phase of growth, proving that with the right causal intelligence, the possibilities are limitless.