Operto is a hospitality operating platform that connects smart access, guest experience, and team automation technology for short-term rental operators and hotels. Their product suite — Operto Tech, Guest, Teams, and Boost — helps property managers automate check-in, streamline cleaning schedules, and manage smart devices across hundreds of doors from a single dashboard.
The Challenges
When Rely Digital came on board in September 2022, Operto's Google Ads account had grown into 17 loosely structured campaigns pulling largely irrelevant traffic. Spend was poorly distributed, campaigns lacked alignment with Operto's individual products, and there was no formalized view of what a qualified lead looked like. LinkedIn was untouched. The account had potential — top-converting keywords around hotel keyless entry and smart locks were underinvested — but no coherent strategy to build on it.
Google Ads
- 17 campaigns with poor keyword intent
- No branded / non-branded separation
- Weak bid strategy alignment
- Lead form buried in an iframe
- Top converting terms underinvested
Strategic Gaps
- No product-specific campaigns
- Customer personas not documented
- MQL criteria undefined
- Landing pages unfocused
- No LinkedIn or full-funnel strategy
The Results
Rely Digital began with a full audit across Google, LinkedIn, and Meta, identifying the highest-intent keyword clusters and mapping a rebuild around Operto's product lines. Over 13 months, campaigns were restructured, consolidated, and progressively aligned to each product — Operto Guest, Teams, and Tech — with refreshed ad copy mirroring landing page messaging and dedicated landing pages built for each.
A strategic H2 planning session in July 2023 consolidated 11 campaigns down to 7, paused low performers, and established a 6-month roadmap covering content production, LP testing, LinkedIn lead generation, and future expansion into Bing and YouTube. By August, three new product-specific campaigns were live. By October, the Teams campaign alone was generating 7 leads per month through a new dedicated landing page.
CPL trajectory — Google Ads
Campaign restructure (Sept 2022 – May 2023)
- Full account audit; identified top-converting keyword clusters (hotel keyless entry, smart locks)
- Rebuilt campaign structure into Branded, Non-Branded, and Competitor groups
- Proposed full-funnel LinkedIn strategy across STR and hotel verticals
- Launched EMEA expansion — successful entry into new markets
H2 strategic build (July – August 2023)
- Consolidated from 11 campaigns to 7, pausing low performers
- Launched three product-specific campaigns: Operto Guest, Teams, and Tech
- Refreshed all ad copy to mirror landing page messaging
- CPL dropped to $147 with 42 leads in the first 16 days of August
Continued performance (October 2023)
- Branded and Access campaigns consistently highest converting
- Teams campaign driving 7 leads/month via dedicated landing page
- Account CTR held above 5.25% across all campaigns
- 6-month retrospective delivered with channel expansion roadmap
Summary
By rebuilding Operto's paid media around their individual products and establishing a clear campaign hierarchy, Rely Digital reduced cost-per-lead by over 51% while scaling lead volume to 120 in a single month. The shift from a generic keyword strategy to product-led campaigns — each with dedicated landing pages and aligned messaging — proved to be the key unlock. With a full-funnel roadmap in place, Operto is positioned to expand further into LinkedIn lead gen, Bing, and YouTube in 2024.