Naches RV Resort
Rebuilding a Broken Ad Stack for a Premium RV Resort
The Challenge
A Legacy Ad Account That Wasn't Actually Telling the Truth
Broken Conversion Tracking
Google was reporting nearly double the real inquiry count because the form event fired once per event instead of once per session, and calls were set as the primary conversion instead of form submissions. Every weekly report was inflated, and budget decisions were being made on fake numbers.
Wrong Buyer, Top Keyword
The previous account's top search keyword was pulling in price-sensitive shoppers who weren't the target at all. It was the single biggest line item in the budget, and it was actively working against the positioning of a premium deeded community.
GoDaddy Hosting, Limited Hooks
The site is hosted on GoDaddy's website builder, which makes standard analytics and tag manager setup awkward. Each page needs a specific embed to fire events properly. The previous vendor had never finished the job.
One Video, One Audience
The creative library was thin and aimed at the wrong audience. There was no testing framework, no A/B structure, and no separation between full-time RV living searchers and vacation or investor buyers who actually had the budget for a deeded lot.
The Trend, Week Over Week
Live account data. Cost per lead used to spike with sparse conversions. After the tracking rebuild and creative overhaul, CPL settled into a steady low range while weekly conversions moved from single digits to routine volume. Exact figures are confidential, but the shape of the turnaround is unmistakable.
Left axis: cost per lead in USD. Right axis: weekly conversions. Source: Google Ads, weekly aggregates.
The Creative
A small slice of the 12-video set produced for the campaign, plus the search ad that quietly carries the bulk of the leads.
Base audience winner, wide
The breakout top-of-funnel spot for the vacation-home audience. Got its own vertical cut after it proved out.
Investor angle, wide
Passive-income framing aimed at investor-minded buyers. Deeded real estate positioning, not campground.
Seasonal promo, wide
Cash-back limited-to-next-N-buyers framing. Kept urgency at the bottom of the funnel.
The Inherited Search Ad, Tightened Up
The Google Search ad was already running when we took over the account. What it was missing was a disciplined negative keyword list. A single runaway price-shopper keyword was pulling the budget toward the wrong buyer and quietly dragging overall efficiency down.
Moving that keyword to the negative list and adding a short set of related terms redirected spend toward buyers actually looking for deeded ownership. That cleanup, along with the tracking fix, was the highest-leverage change in the account's first month.
Our Solution
Fix the Measurement, Rebuild the Creative, Let the Algorithm Do Its Job
Rebuilt the Conversion Setup
Reset the form event in Google Analytics to fire once per session, changed Google Ads conversion counting from every event to one per click, and promoted the form submission to the primary conversion. Reported numbers dropped to match reality.
Negative Keyword Surgery
Moved the runaway "cheap" price-shopper keyword to the negative list, added "rent" and a handful of related terms. Within a week the search traffic skewed back to buyers who actually wanted deeded ownership.
12 Custom Video Ads, Tested Head-to-Head
Produced a full set of 30-second video spots across three angles: emotional escape, investor passive income, and limited-time promo. Most got wide and vertical cuts; the top performers got square treatments too. All had on-screen captions, which alone cut video cost-per-lead dramatically.
Audience Repositioning
Shifted budget away from the full-time living segment and toward vacation-home and investor audiences. Built matching creative for each angle so the targeting and the message lined up.
Weekly Plain-English Reporting
Replaced the opaque dashboard view with a weekly email in plain language: what we are focusing on, why it matters, what to expect next week. The client always knows what is being spent, what is working, and what is being paused.
100% Client-Owned Assets
Every video, every account, every credential stays in the client's hands. We manage the work, but the ad accounts, analytics, and creative library all belong to Naches.
The Results
Cheaper Leads, Better-Fit Buyers, a Steadier Account
From Unreliable to Predictable
The account went from spiky weeks with a small handful of inquiries to a steady low-cost rhythm with multiples more conversions per week. The chart tells the story more clearly than any summary we could write.
Right Buyer, Right Message
Removing the wrong-intent keywords and rebuilding the creative around ownership, escape, and investor returns pulled in buyers who were actually looking for a deeded lot, not a cheap campground substitute.
Captions Paid for Themselves
The single biggest video-ad win was the simplest: every ad gets on-screen text. Identical creative with captions performed a multiple of its caption-free counterpart, and that rule is now baked into every spot we ship.
Cost Per Lead: $99 to $14
The cleanest way to describe the change: leads that were running around $99 apiece dropped into the $14 range on the strongest ads, and the account as a whole settled into a consistent low-cost rhythm.
"David and his team have been on-point with our Google Search and YouTube ads. Taking this off our plates was a game-changer. lilAgents understands digital marketing and adapts when Google throws in curveballs. Responsive, resourceful, and affordable. Highly recommend."
Services Delivered
An active retainer engagement covering diagnostics, creative production, media buying, and weekly reporting. Every asset, credential, and account stays with Naches.
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