Career case study
First Choice Holidays: scaling peak-season investment around a ROAS-led strategy.
During Ed Jones’s agency career before founding Edify Digital, he worked on peak-season paid media strategy for First Choice Holidays, moving campaign decision-making from destination-specific CPA targets towards a return-on-ad-spend framework.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: Paid Search & Performance
Results at a glance
Scaling peak season with confidence.
- +43%
- Revenue YoY
- +1,037%
- Media investment
- -2.5%
- ROAS from target
The challenge.
January represented the critical booking period for UK travel.
The business needed to maximise visibility during peak demand while maintaining confidence that significantly larger budgets would remain commercially accountable.
The approach.
From CPA to ROAS
Moved long haul, short haul, ski and all-inclusive activity from CPA-led targets to ROAS-led targets.
Controlled testing
Months of controlled testing against comparison groups.
Scaling within the target
Budget could continue scaling while the agreed ROAS target was met.
Earlier ramp-up
Activity ramped earlier than the traditional peak window to build market share.
Strategic proof.
The approach was later reflected in Google travel-industry guidance, which recommended a similar shift in strategy for peak-period planning.
What the work demonstrated.
The First Choice Holidays work demonstrated how a clear commercial target can give a business confidence to scale media aggressively when the economics continue to hold.
Related services
The services behind this work.
Next step
Looking for a better way to grow?
Tell Ed what you're trying to achieve and where your marketing is today. The first conversation is simply about whether Edify can help.