Real Estate & Property Management · Case Study

SEM, SEO & Attribution for NewBook

How HeyLead rebuilt NewBook's paid search engine from scratch, established global SEO foundations, and wired up full-funnel attribution — scaling a consistent pipeline of 50–100+ qualified demos per month across Australia, the UK, and the United States.

open_in_new Visit newbook.cloud
50–100+
Qualified demos
per month
3
Global markets
AU · UK · US
Full
Attribution
visibility
Board
Level reporting
delivered
Client
NewBook
Australia · Global
Industry
Property Management SaaS
Cloud PMS platform
Markets
AU · UK · US
Multi-region B2B SaaS
Engagement
SEM, SEO & Analytics
Full attribution stack
Business Overview

A cloud PMS replacing legacy systems for hospitality operators worldwide

NewBook is a cloud-native property management system (PMS) built for accommodation providers — from boutique holiday parks and caravan parks to larger resort operators across Australia, the UK, and the United States.

Their platform replaces outdated, on-premise PMS systems with a modern, integrated solution covering reservations, operations, channel management, and guest communications. In a market where legacy software has dominated for decades, NewBook needed to reach operators actively searching for alternatives and convert them into product demos.

NewBook partnered with HeyLead to rebuild their paid search function, establish global SEO foundations, and implement the attribution infrastructure needed to demonstrate marketing ROI at board level.

The Target Audience
  • hotel
    Holiday park and caravan park operators seeking modern management software
  • apartment
    Boutique resort and accommodation businesses replacing legacy PMS systems
  • swap_horiz
    Operators actively researching alternatives to incumbent PMS vendors
  • public
    Multi-property hospitality groups across AU, UK and US markets
Marketing Goals
check_circle Generate 50–100+ qualified product demos per month
check_circle Prove marketing ROI to leadership and board
check_circle Build global organic search authority
The Challenge

Three markets, fragmented campaigns, and zero attribution clarity

public

Scaling High-Intent Leads Globally

Running campaigns simultaneously across AU, UK, and US required distinct keyword strategies, bid landscapes, and ad messaging for each region — not a simple copy-paste of one account into three markets.

shield

Competitive Market Dynamics

The PMS software space is dominated by entrenched legacy vendors with large ad budgets. NewBook needed smart competitor targeting to intercept users searching for alternatives — not just brand terms.

analytics

Attribution Gaps

Without clear attribution, it was impossible to know which campaigns were actually driving demos — or to justify spend to leadership. Marketing ROI lived in a black box.

search

Organic Search Presence

NewBook lacked the content depth and technical foundations needed to rank for high-intent property management search terms globally — limiting organic demo volume and brand authority.

Execution & Improvements

Structure, competitive intelligence, and full-funnel visibility

Every initiative — from account architecture to attribution plumbing to SEO content — was designed to generate qualified demos, not just traffic.

01

SEM Account Restructure & Global Scaling

HeyLead rebuilt NewBook's Google Ads account with distinct campaign structures for each market. Each region received tailored keyword groupings, match type discipline, bid strategies, and ad copy aligned to local search intent.

flag Per-Market Campaign Architecture

Separate campaign structures for AU, UK, and US — each with region-specific keywords, bids, and messaging.

ads_click Demo-Led Optimisation

Budget allocation and bid decisions driven by demo volume data — not impressions or click volume.

02

Competitor Conquesting — Legacy PMS Displacement

The PMS software market is dominated by legacy vendors with large budgets. HeyLead built dedicated competitor conquest campaigns to intercept hospitality operators at the exact moment they were ready to switch.

swap_horiz Dedicated "alternatives to" and "vs" search campaigns
swap_horiz Ad copy emphasising cloud-native advantages over legacy systems
swap_horiz Landing pages aligned to competitor displacement intent
Outcome
check_circle Captured demand from operators ready to switch
check_circle Intercepted high-intent competitor searches across 3 markets
03

Full-Funnel Attribution Stack

WhatConverts + GA4 + CRM sync to track every demo request back to its source campaign, keyword, and ad.

check_circle WhatConverts call & form tracking
check_circle GA4 event setup & goal configuration
check_circle CRM integration for closed-loop reporting
check_circle Board-ready marketing ROI dashboards
04

SEO Content & Glossary Strategy

Buyer journey content mapped to property management search intent, plus a hospitality glossary hub to build topical authority across all three markets.

check_circle High-intent keyword content strategy
check_circle Hospitality & PMS glossary hub
check_circle Topical authority across AU, UK & US
check_circle Internal linking architecture
05

Page Speed & Core Web Vitals

Technical performance audit and optimisation to strengthen organic ranking signals and reduce cost-per-click inefficiencies from poor Quality Scores.

check_circle LCP, CLS & FID optimisation
check_circle Improved Google Ads Quality Scores
check_circle Faster load times on key landing pages
check_circle Mobile performance uplift
Results & Performance Impact

A consistent, scalable demo pipeline across three global markets

50–100+
Qualified Demos / Month

A consistent, scalable pipeline delivered to the NewBook sales team each month — built on structured SEM, not ad-hoc spend.

3 Markets
AU · UK · US

Simultaneous campaigns across three regions, each with tailored strategy — managed as a single, cohesive performance marketing function.

Full
Attribution Visibility

Every demo tracked to its source campaign, keyword, and ad — giving leadership the clarity to make confident, data-driven budget decisions.

Strategic & Long-Term Wins

check
Structured SEM engine purpose-built for three distinct markets running simultaneously
check
Competitor conquest campaigns intercepting operators searching for legacy PMS alternatives
check
Full attribution stack connecting WhatConverts, GA4 and CRM for closed-loop reporting
check
Board-ready marketing ROI reporting enabling confident, data-driven budget decisions
check
SEO content strategy and hospitality glossary establishing organic authority globally
check
Core Web Vitals improvements strengthening both organic rankings and paid Quality Scores
Services Provided

What we delivered for NewBook

  • ads_click
    Search Engine Marketing (Google Ads)
  • flag
    Multi-Market Campaign Management (AU, UK, US)
  • swap_horiz
    Competitor Conquest Campaigns
  • track_changes
    Full-Funnel Attribution (WhatConverts + GA4 + CRM)
  • article
    SEO Content Strategy & Hospitality Glossary
  • manage_search
    Technical SEO & Core Web Vitals
  • bar_chart
    Board-Level Reporting & ROI Dashboards
star star star star star
format_quote

The team at HeyLead managed our SEO and SEM with great aptitude, I would recommend their services for anyone looking to level up their search engine presence paid or organic.

person

Kim Lazaro

Digital Marketing Manager, NewBook

star star star star star
format_quote

HeyLead was able to quickly bring structure and order to our Search Engine Marketing campaigns. Their methodical approach turned around our SEM performance and allowed us to demonstrate the ROI from the programs. They brought innovations to the table that increased the visibility of the online journeys our prospects and customers were taking. This allowed us to rapidly align our content and approach to match our customers' needs.

person

Paul Liddiatt

Chief Marketing Officer, NewBook

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