Case Study: The Edgewater achieves $107K in incremental direct-booking revenue and top search rankings with Sojern SEM

The Edgewater Recognizes Performance Boost by Using SEM with Sojern

The Edgewater, a 200-room waterfront hotel in downtown Madison, WI, faced a common hospitality challenge: third-party OTAs with larger SEM budgets were consistently outranking the property’s site, capturing bookings and customer relationships. Initial PPC efforts weren’t delivering the direct-booking results the hotel needed.

By adding Sojern’s SEM to its display campaigns on a pay-per-performance (pay-on-stay) model, The Edgewater reclaimed top search positions and drove direct bookings. The omni-channel approach generated $107,000 in incremental direct booking revenue, tripled CTR from 7% to 21%, improved average SERP position from 2.5 to 1.2 (top result 80% of the time), and let the hotel pay only for completed stays.

The Edgewater