Full Digital Performance Partner
Hotel · Beach Club · Music Venue
Papaya Playa Project is one of Tulum's most iconic destinations — a hotel, beach club and music venue that has defined the lifestyle and culture of the region for over a decade. Known for its distinctive aesthetic, world-class music programming and beachfront experience, the brand already had a loyal following and strong organic presence.
What it needed was a structured performance system to match its scale.
When the partnership began in May 2025, Papaya Playa Project had:
The campaigns existed — but without accurate measurement, optimizing for growth was impossible.
We took full ownership of the digital performance operation — restructuring the existing paid media campaigns, implementing proper measurement and activating a multi-channel optimization system across every business line of the property.
We restructured and optimized the existing Google Ads and Meta Ads campaigns, organizing them into a performance-driven structure designed to serve five distinct business lines simultaneously: Rooms, Events, Pool Side, Wellness, and Weddings & Retreats.
For the music and events vertical, we developed an Awareness Evergreen strategy combined with a DJ-specific retargeting system — keeping the brand visible to cold audiences while re-engaging warm traffic closer to each event date.
For rooms and experiences, we activated A/B testing across audiences and creatives, lookalike campaigns targeting US travelers, and retargeting flows designed to recover abandoned checkouts and initiated payments.
We launched dedicated lead generation campaigns for high-consideration verticals including Weddings and Retreats, building pipelines that the sales team could activate and follow up directly.
We worked closely with the creative team to optimize visual content for paid performance — ensuring the right formats, messaging and assets were in place for each campaign type and audience segment.
Every week we delivered detailed performance briefs covering campaign results, audience insights, optimization actions and strategic recommendations — giving the leadership team full visibility and a clear direction for decisions.
May 2025 – Present · Full Partnership Period
4.49x
ROAS
Consistent across periods
1.1M+
Impressions
Across paid channels
5.23%
Google Ads CTR
Above hospitality avg (3–4%)
−43%
Ad Spend Reduction
While sustaining revenue
4.49x
Sustained ROAS
Every peso returned 4x+
22x
Peak Campaign ROAS
Single DJ event campaign
−43%
Budget Efficiency
Ad spend reduced, revenue sustained
5 Lines
Active Campaigns
Rooms, Events, Pool, Wellness, Weddings
212
Purchases via Meta Ads
Across all verticals
276
Leads generated
Weddings, Retreats & Pool Side
30K
Complete video views
Minimal ad investment
5.23%
Google Ads CTR
Above industry benchmark
From unstructured paid media to a fully integrated digital performance system — with consistent ROAS that compounds over time
Papaya Playa Project transitioned from an unstructured paid media operation running without measurement into a fully optimized digital performance system — with restructured campaigns across five business lines, full attribution visibility and a consistent ROAS that compounds over time.
The brand now has the data, the architecture and the strategic direction to make every marketing decision with clarity and confidence.