Pay-per-click for Balnagown Estates

Design, implementation and management of PPC for a popular Highland estate


Balnagown Estates is made up of three Highland estates, with Balnagown Castle at the heart of Balnagown Estate, it offers luxurious self-catering cottages throughout its three estates and each with a wide range of activities available.

Following on from the re-design of the Balnagown Estates website, Navertech was commissioned to design and implement a Pay-Per-Click (PPC) campaign as part of a wider marketing strategy.

Key phrase search and analysis was carried out to determine the popularity of the keyword phrases related to the accommodation and activities available in the estates, and to better understand user search behaviour.

A targeted PPC campaign was designed and launched to give the business wider visibility for keyword phrases which were regional, national and niche in nature, and at different levels of competitiveness.

The PPC campaign in conjunction with an intensive spell of Search Engine Optimisation (SEO) resulted in bookings increasing by over 50% year on year, and with the prospect of repeat bookings by new guests meant that it would have a longer lasting effect on the business.

The PPC campaign was also supported with weekly reporting on the key metrics of interest to the busy estate manager and marketing team.


Pay-per-click; Key Phrase Research & Analysis; Digital Reporting; Google Analytics.