Record confirmed bookings in one month
Average cost per booking
More efficient than the industry benchmark
Client & context
Lifestyle Group Malta is the food and beverage division of db Group Malta, operating a portfolio of restaurants, beach clubs and day-life venues across the island. Its venues include Michelin-listed AKI Malta and LOA Restaurant Malta, alongside TORA Restaurant Malta and Manta Restaurant Malta.
With locations across Valletta, Sliema and Malta’s coastline, the group serves a mix of international visitors and high-spending local guests. Each venue has its own audience, booking journey and seasonal demand pattern.
Lifestyle Group partnered with DNA Creators in June 2025 to increase confirmed bookings across four key venues while building a paid-search system that could support sustainable, profitable growth across the portfolio.
The challenge
Lifestyle Group needed a Google Ads approach that could accommodate very different venues, tailoring strategy to each venue’s audience and commercial priorities.
- Different venues, different demand: fine dining, tourist-led restaurant traffic, beach-club bookings and sunbed reservations all required distinct messaging and campaign structures.
- Incomplete visibility of demand: online reservations mattered, but they did not tell the full story. Many guests also called, emailed or enquired directly before visiting, as is common in a tourism-led dining market.
- Seasonality added complexity: demand changed quickly across the portfolio, especially as beach-club season approached. The account needed to respond to those changes without overreacting to short-term fluctuations.
- Investment needed to stay accountable: with several venues competing for budget, spend needed to be proactively managed and remain flexible in order to follow performance opportunities in real time.
Strategy & execution
We built a Google Ads system that treated each venue as a distinct commercial opportunity, while using portfolio-wide data to make smarter decisions about budget, creative and measurement.
Built campaigns around each venue
Rather than applying one generic structure across the group, we shaped campaigns around the role each venue played in the portfolio. Messaging, search strategies and booking priorities were tailored to reflect whether the goal was attracting fine-dining guests, capturing tourist demand or supporting seasonal beach-club bookings.
Let budget follow performance
We monitored venue-level efficiency closely and moved investment towards the campaigns generating the strongest booking outcomes. This allowed the group to put more budget behind proven demand as it emerged.
Measured demand beyond bookings
We expanded tracking beyond reservation completions to include calls, email enquiries and event requests. This created a more realistic picture of how potential guests interacted with each venue, particularly where the path to a visit did not begin and end with an online booking.
Used creative and seasonality as signals
We treated visual assets and seasonal shifts as active performance factors, not background details. Fresh imagery, focused testing and venue-specific expectations helped the account stay relevant as guest behaviour changed across the month and throughout the season.
Results
- 541 confirmed bookings generated across four Lifestyle Group venues in May 2026, the best result since the start of the campaign.
- €2.99 average cost per booking, keeping acquisition highly efficient.
- 623 total tracked conversions, including bookings, calls, emails and event enquiries.
- 10x greater efficiency than the industry benchmark, demonstrating the value of a venue-specific approach.
- A stronger foundation for future scaling, with clearer visibility over demand sources and how each venue responds to paid search.
Key takeaway
A multi-venue hospitality portfolio performs best when each venue is treated as its own commercial opportunity, while budget and measurement remain flexible enough to follow demand in real time.