Carlisle House Inn
CASE STUDY
Read more about our work
with Carlisle House Inn
SERVICES
KEY HIGHLIGHTS
In just 5 months:
9.87 %
CTR on Google Ads, double the industry standard, and proved ad creative and keyword targeting resonated strongly with Nantucket travelers
$1.77
With a CPC of just $1.77, Carlisle House outperformed typical lodging cost benchmarks by a wide margin, stretching the ad budget further.
2,300
Nearly 2,300 interactions from GMB, translating to real-world guest actions (calls, directions, bookings).
Carlisle House Inn is a historic Nantucket bed and breakfast offering boutique accommodations in the heart of the island. As a seasonal hospitality business in a highly competitive destination market, Carlisle House needed to strengthen its digital presence to attract travelers searching for Nantucket lodging.
Challenge
Nantucket’s hospitality market is saturated with B&Bs, inns, and hotels competing for the same search terms. Carlisle House Inn needed to:
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Increase visibility on Google for high-intent queries such as “Nantucket bed and breakfast” and “Nantucket hotels.”
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Improve paid ad efficiency to keep cost per click below industry norms.
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Drive measurable guest inquiries through Google Business Profile, especially during peak summer travel months
THE SOLUTIONS
Google Ads
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Built and optimized campaigns around high-value keywords like “bed and breakfast Nantucket” and “Nantucket hotels.”
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Monitored demographic and device-level performance to refine targeting toward women (61% of clicks) and age groups 25–44, which drove the strongest CTRs (up to 12.22%).
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Maintained cost efficiency by achieving a CPC of $1.77, nearly 40% lower than hospitality industry averages.
SEO
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Enhanced Carlisle House Inn’s GMB profile for discoverability across both Search and Maps.
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Achieved 79,022 profile impressions and 2,269 direct interactions within five months, including over 1,300 website clicks and 800 direction requests.
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Used Google Analytics 4 to track over 10,000 sessions, with organic search driving 39% of all traffic.
Website Management
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Implemented ongoing optimizations to improve user experience and booking conversions, including page layout adjustments, mobile formatting fixes, and streamlined navigation.
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Updated the Room Overview pages to reflect property enhancements, ensuring descriptions, photos, and amenities stayed accurate and appealing.
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Conducted regular performance and content audits to address formatting inconsistencies, improve load speed, and align with SEO best practices.
ALL RESULTS
9.87 %
CTR on Google Ads, double the industry standard, and proved ad creative and keyword targeting resonated strongly with Nantucket travelers
$1.77
With a CPC of just $1.77, Carlisle House outperformed typical lodging cost benchmarks by a wide margin, stretching the ad budget further.
2,300
Nearly 2,300 interactions from GMB, translating to real-world guest actions (calls, directions, bookings).
79,022
Google Business Profile Impressions, more than double the prior 3-month period before we started optimizing.
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2,269 Total Interactions (+97%), including:
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1,325 Website Clicks (+112%)
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803 Direction Requests (+84%)
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141 Calls (+65%)
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61K
Increased overall search visibility with over 61,000 search impressions and 2,297 clicks from Google Search Console, positioning Carlisle House competitively among Nantucket accommodations.
61,745
Search console Impressions and top-ranking queries like “nantucket bed and breakfast” and “bed and breakfast Nantucket MA.”