The WIHN / Roomsie (Paid Media)

The Washington Intern Housing Network (WIHN), powered by Roomsie, provides fully furnished, conveniently located housing for interns in Washington, D.C. By combining WIHN's trusted reputation with Roomsie's booking technology, it offers a seamless, efficient housing experience. Focused on comfort, convenience, and community, WIHN ensures interns have safe, high-quality accommodations while they pursue professional opportunities in the nation's capital.

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The client came to us in preparation for Fall 2024 with an urgent need to increase bookings during a historically slow period for them. At the time they were aiming to increase the number of bookings they had by 5x before mid-to-late August while maintaining a low CPA to support sustainable growth.

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Account Cleanup

We identified significant flaws in the campaign setup, geo-targeting, audience segmentation, and keyword strategy, which were leading to inefficient ad spend and missed opportunities. These issues caused substantial budget wastage and prevented the client from fully capitalizing on their peak demand season, limiting their ability to reach and convert high-intent users effectively.

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Maximizing Conversions

Beyond addressing these foundational issues, we optimized the campaign structure and bidding approach by transitioning to a Max Conversion strategy. This shift helped signal Google's algorithm to prioritize high-quality, conversion-driven traffic, ensuring that the ads reached users most likely to engage and convert. As a result, the campaign became more efficient, maximizing lead generation while improving overall return on ad spend.