Context
OVO Network operates a curated portfolio of luxury chalets across the French Alps, marketed to a discerning EU audience that books high-value stays during compressed seasonal windows. Paid media performance for this kind of business carries unusual weight; the booking window is short, average order value is high, and a poorly structured account masks where money is actually being made.
The work documented here covers full management of three connected paid channels over 2024–2026: Brand Protection (Google Ads), non-brand acquisition (Google Search and Performance Max), and Meta Ads (paid social). Each channel is structured, measured, and optimised separately, but the three operate as a coordinated paid media stack with a deliberate focus on measurement honesty rather than headline numbers.
Channel 1 · Brand Protection (Google Ads), built as a separate discipline
Most vacation rental brands report a single account-level ROAS figure that mixes branded search (people typing the brand name) with non-brand search (people searching for chalets, ski rentals, alpine holidays). This is convenient for reporting but actively misleading. Branded traffic converts at rates that have little to do with paid media skill; those visitors would mostly find the brand anyway. Mixing it into the headline ROAS inflates the apparent performance of campaigns that are doing real demand-capture work.
The decision taken on this account was to split brand into a dedicated Brand Protection structure of three grouped campaigns, separated cleanly from the non-brand account. This is a well-documented best practice in serious PPC management; both Search Engine Land and Optmyzr (founded by ex-Google AdWords Evangelist Frederick Vallaeys) have published extensively on why brand and non-brand should be measured separately. The reasoning is consistent: blended numbers hide where spend is creating incremental bookings.
Brand Protection on this account has sustained a ROAS consistently in the high double digits and above across the period managed. Booking pace in 2026 year-to-date is already tracking ahead of full-year 2025 with only four months of data, indicating accelerating efficiency in the protection layer.
The strategic value of Brand Protection is twofold. First, it prevents competitor poaching on brand-related queries; a known issue in the vacation rental category, where OTAs and aggregators routinely bid on independent brand names. Second, by isolating brand traffic, it allows the non-brand account to be measured against its true incremental contribution, which shapes every budget decision downstream.
Channel 2 · Non-brand acquisition (Google Search and Performance Max), measured cleanly
With brand isolated, the non-brand Google Ads account is measured cleanly. The numbers tell a recovery story.
The 2026 trajectory reflects deliberate restructuring through 2025 around what was actually working in the non-brand account. Performance Max carries most of the volume, supplemented by classic Search campaigns where intent and query control matter most. The account spans five EU markets in two languages, which means campaign architecture decisions (market segmentation, language separation, budget allocation by market) compound over time.
Channel 3 · Meta Ads, scaled paid social aligned to category seasonality
Meta Ads on this account has been managed continuously for 16 months, from January 2025 through April 2026. The account runs across multiple campaigns, with a structural approach built around consolidation, CBO budget management, broad targeting with creative volume per ad set, and a catalogue/DPA retargeting layer for users who have shown chalet-specific intent.
Documented performance across the 16 months sustains an average ROAS close to that of the best search campaigns. Returns are seasonally responsive, with stronger months aligning to the booking patterns of the luxury Alpine category (early-year ski season demand, late-summer planning windows for the following winter).
The channel operates at meaningful scale across the audience, generating multi-million impressions and tens of thousands of page views to the site over the period; this is demand generation reach, not just retargeting capture. CPM has remained efficient relative to typical EU luxury travel benchmarks, which is non-trivial in a category where audience overlap with general affluent travel buyers drives auction prices up.
Meta in vacation rental is genuinely difficult. The category has long consideration windows, attribution decay over weeks rather than days, and creative fatigue cycles that punish accounts running too few ads per ad set. The structural choices made on this account; consolidation rather than fragmentation, broad rather than narrow targeting, creative volume rather than precision, all reflect what Meta's own delivery system rewards in 2025–2026 (Meta's official performance documentation has shifted in this direction over the past two years, and independent operators including Andrew Foxwell and Barry Hott have documented the same shift publicly).
What this looks like in practice
Across the three channels, the methodology has a consistent shape:
- Measure honestly. Brand and non-brand are separated. Each channel is held to its own ROAS standard. Reports do not blend numbers to make headline figures look better.
- Structure for the algorithm, not against it. Both Google's Performance Max and Meta's delivery systems reward consolidation and signal density. Account structure reflects this rather than fighting it with over-segmentation.
- Treat creative and copy as paid media inputs, not afterthoughts. Meta in particular requires sustained creative volume per ad set; the account is built around that requirement.
- Build for measurement durability. Conversion tracking, attribution windows, and reporting structures are set up to remain consistent as Google and Meta continue to change their measurement defaults.
Notes on scope and what's not shown
This case study reports ratios and percentage changes only. Absolute booking volumes, revenue figures, exact budget levels, and specific account-level monetary detail are excluded by client agreement. The data underlying the figures shown is drawn directly from Google Ads and Meta Ads reporting interfaces and from a Looker Studio dashboard built for this account.
The work continues; this case study reflects a snapshot through April 2026.