• Case Study: Purple Parking × Mindcob

Capturing Seasonal Travel Demand With Smart
PPC Strategy

How Purple Parking achieved record-breaking growth in spring bookings through strategic PPC optimization, seasonal targeting, and conversion-focused campaigns.
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124%

Increase in Spring Bookings

2.8x

Higher Conversion Rate

55%

Lower Cost per Booking

2x

YoY Revenue Growth

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Project Overview

Turning Spring into Purple Parking's Biggest Season

Purple Parking, the UK’s trusted airport parking provider, partnered with Mindcob to optimize its paid search campaigns for the busy spring travel season. By targeting high-intent travelers, restructuring campaigns, and aligning bidding strategies to seasonal peaks, Purple Parking achieved record-breaking growth in direct lot bookings.

Client

Purple Parking — UK's leading airport parking service

Campaign

Spring Seasonal PPC Optimization (March–May)

The Challenge

Before Mindcob —  What Wasn't Working

Purple Parking faced critical gaps in their PPC strategy that prevented them from capitalizing on high-intent seasonal travel demand.

Seasonal Demand Underutilized

Flat campaigns with no spring-specific bidding or budget strategy, missing peak travel periods entirely.

Keyword Gaps

Heavy reliance on branded searches; missing seasonal, non-branded terms like "Easter travel parking deals Gatwick."

Tracking Issues

Weak conversion setup, no dynamic revenue tracking, inconsistent attribution across channels.

The Solution

What Mindcob Implemented

A comprehensive four-pillar approach to transform Purple Parking’s PPC performance during the crucial spring season.

Seasonal PPC Strategy

Budget shifted aggressively to March–May, with bid adjustments for Easter and bank holidays to capture peak demand.

Step 1

  • Budget reallocation
  • Holiday targeting
  • Peak optimization

High-Intent Keyword Expansion

Added non-branded, seasonal ad groups targeting travelers actively searching for spring travel parking.

Step 2

  • Non-branded terms
  • Seasonal keywords
  • Intent matching

Conversion-Focused Optimization

Fixed tracking infrastructure, added revenue attribution, and implemented strategic remarketing campaigns.

Step 3

  • Revenue tracking
  • Attribution setup
  • Remarketing

Smart Bidding for Bookings

Upgraded to tCPA/tROAS bidding strategies, prioritizing high-value multi-day bookings.

Step 4

  • tCPA/tROAS
  • Value optimization
  • Automated bidding
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The Results

The Impact —  In Numbers

The results speak for themselves. Here’s what Purple Parking achieved with Mindcob’s strategic PPC optimization.

Spring 202X Results

  • 124% YoY increase in bookings during the spring campaign window.
  • Conversion rate improved 2.8X, turning more searchers into customers.

Efficiency Gains

  • 55% lower cost per booking, making seasonal spend far more efficient.
  • Revenue doubled from PPC vs the prior spring campaign.

Market Visibility

  • Captured top spots on non-branded, seasonal travel searches.
  • Positioned Purple Parking as the go-to option during peak travel months.

The Approach

The Mindcob  Difference 

By treating spring as a distinct seasonal opportunity instead of running “flat” campaigns, Mindcob maximized Purple Parking’s visibility when travel intent was at its highest.

With a sharp focus on conversion tracking, smart bidding, and seasonal ad copy, Purple Parking not only grew its spring bookings but also set a new standard for future seasonal campaigns.
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