Case Study: The Crawford Hotel achieves 20:1 ROAS and boosts direct bookings with Cendyn

Successful SEM account launch for The Crawford Hotel

The Crawford Hotel partnered with Cendyn to launch a new SEM program as part of its Digital Marketing efforts, aiming specifically to maximize return on ad spend (ROAS) and drive direct bookings for the landmark Denver property at Union Station. The primary challenge was building an SEM account from scratch with a tight focus on performance and efficient budget allocation.

Cendyn implemented a structured account approach—segregating brand keywords into three ad groups (brand only, brand + Denver, brand + Colorado), splitting top markets and match types at the campaign level, and using tailored messaging for family travelers—then shifted spend toward the high-performing local brand and Denver keywords after two weeks. The results were strong: in month one Cendyn delivered an average 20:1 ROAS (Google 19:1, Bing 24:1), drove 100 bookings and 166 room nights, and contributed 23% of The Crawford Hotel’s website revenue.

The Crawford Hotel