Turim Hotels
Google Demand Generation
May 5, 2026
ABOUT TURIM HOTELS
Turim Hotels is a Portuguese hotel group founded in 1992, known for its steady expansion and strong presence throughout the country. The chain operates 20 hotels located from north to south across mainland Portugal and on the island of Madeira, with a significant concentration in Lisbon, where it has more than 12 properties.
The chain is primarily urban, with hotels located in central and culturally significant areas. It also includes properties in vacation destinations such as the Algarve and Madeira, allowing the brand to offer both urban and leisure-oriented experiences.
THE CHALLENGE
Turim Hotels’ goal was to generate incremental demand beyond Search and PMAX campaigns, reaching users at higher stages of the conversion funnel,where the chain did not yet have a significant presence. The main challenge was to expand effective reach without losing relevance, as the chain operates in highly competitive markets such as Portugal, Spain, and the United Kingdom, and relies heavily on campaigns that are more conversion-oriented.
THE SOLUTION
The media strategy for Turim Hotels was designed with a full-funnel approach, leveraging the capabilities that Demand Gen offered us to identify users most likely to initiate a booking process and reach them at key moments in the conversion funnel, especially during the discovery and consideration phases. The goal was not only to expand reach but to do so in a relevant way, targeting audiences showing genuine intent to travel to or stay in Portugal, thereby maximizing the likelihood of conversion.
Through Demand Gen, we deployed a mix of visual formats—using the creative assets provided by the network—designed to capture users’ attention during the discovery phase. Additionally, to reach the target audience we wanted to reach, we worked very closely with audience signals, carefully specifying users’ interests, targeting users who were browsing or had an affinity for websites of interest in the destination, travel content, browsing patterns, recent searches, and audience lists.
As for the bidding strategy, we focused on maximizing conversion value, since our goal wasn’t just to drive more traffic, but to drive high-quality traffic that would bring real value to the business. So we tried to prioritize users who showed stronger signals of purchase intent.
RESULTS
The media strategy we developed had a significant impact on Turim Hotels’ results, demonstrating not only its ability to generate incremental demand but also to improve the overall efficiency of Search and PMAX campaigns.
Traffic results:
The campaign attracted a much larger number of new users than we could have achieved through other campaigns, reaching several milestones:
+117%
increase in new users compared to the previous year.
-39% CPC
sin Demand Gen campaigns vs. Social Ads campaigns.
In terms of sales and profitability:
The strategy led to growth in booking volume and overall return on investment:
+40%
in booking volume.
+27%
in the average value of reservations.
Overall, the campaign combined broad reach, precise targeting, and predictive optimization, which allowed us to improve all the KPIs we had set as our goals.
“The Demand Gen campaigns, developed in collaboration with Roiback, enabled the TURIM Group to reach users at more advanced stages of the conversion funnel, where our presence was still limited. The results were clear: significant growth in booking volume, with a higher-than-usual average booking value and a cost per click substantially lower than that of social media advertising channels. This strategy expanded our reach without compromising efficiency.”
