Double Eagle
Double Eagle
Double Eagle
Double Eagle Hotel and Casino is a destination gaming and hospitality property in Cripple Creek, Colorado, offering casino gaming, on-site lodging, and entertainment within a highly competitive regional tourism market.
Double Eagle Hotel and Casino is a destination gaming and hospitality property in Cripple Creek, Colorado, offering casino gaming, on-site lodging, and entertainment within a highly competitive regional tourism market.
Double Eagle Hotel and Casino is a destination gaming and hospitality property in Cripple Creek, Colorado, offering casino gaming, on-site lodging, and entertainment within a highly competitive regional tourism market.
Client
Double Eagle
Double Eagle
COMPANY
FiG Advertising + Marketing
indsutry
Hospitality
Duration
6 Months
Paid Search
Paid Social
Social Media
Challenge
Challenge
Challenge
The website needed to function as a high-performing acquisition channel rather than a static brand presence. Competition from nearby casinos and hotels made visibility and differentiation critical, especially for users comparing destinations, accommodations, and gaming options. The challenge was supporting discovery, intent capture, and repeat interest while balancing historical branding with modern conversion needs.
The website needed to function as a high-performing acquisition channel rather than a static brand presence. Competition from nearby casinos and hotels made visibility and differentiation critical, especially for users comparing destinations, accommodations, and gaming options. The challenge was supporting discovery, intent capture, and repeat interest while balancing historical branding with modern conversion needs.
The website needed to function as a high-performing acquisition channel rather than a static brand presence. Competition from nearby casinos and hotels made visibility and differentiation critical, especially for users comparing destinations, accommodations, and gaming options. The challenge was supporting discovery, intent capture, and repeat interest while balancing historical branding with modern conversion needs.
Research
Research
Research
Search demand wasn’t monolithic — it fragmented quickly by intent. Some users were comparing hotels, others were evaluating casinos, and many were planning short regional trips with loosely defined goals. Query behavior showed frequent overlap between branded searches, local travel terms, and experience-driven keywords, often across multiple visits before conversion. This highlighted the need to treat search as a series of decision moments rather than a single funnel
Search demand wasn’t monolithic — it fragmented quickly by intent. Some users were comparing hotels, others were evaluating casinos, and many were planning short regional trips with loosely defined goals. Query behavior showed frequent overlap between branded searches, local travel terms, and experience-driven keywords, often across multiple visits before conversion. This highlighted the need to treat search as a series of decision moments rather than a single funnel
Search demand wasn’t monolithic — it fragmented quickly by intent. Some users were comparing hotels, others were evaluating casinos, and many were planning short regional trips with loosely defined goals. Query behavior showed frequent overlap between branded searches, local travel terms, and experience-driven keywords, often across multiple visits before conversion. This highlighted the need to treat search as a series of decision moments rather than a single funnel
Approach
Approach
Approach
Paid search was structured to reflect how users actually searched, separating campaigns by intent type instead of forcing everything into one performance bucket. Distinct keyword groupings and ad themes allowed messaging to shift based on whether users were exploring accommodations, gaming options, or destination details, improving relevance without overcomplicating spend.
On the website side, page content and layouts were adjusted to better receive paid traffic, ensuring search clicks landed on pages that answered the specific question being asked. Ongoing updates focused on tightening message clarity, reducing navigation friction, and supporting higher-quality clicks — allowing paid search performance to improve through alignment rather than constant bid or budget pressure.
Paid search was structured to reflect how users actually searched, separating campaigns by intent type instead of forcing everything into one performance bucket. Distinct keyword groupings and ad themes allowed messaging to shift based on whether users were exploring accommodations, gaming options, or destination details, improving relevance without overcomplicating spend.
On the website side, page content and layouts were adjusted to better receive paid traffic, ensuring search clicks landed on pages that answered the specific question being asked. Ongoing updates focused on tightening message clarity, reducing navigation friction, and supporting higher-quality clicks — allowing paid search performance to improve through alignment rather than constant bid or budget pressure.
Paid search was structured to reflect how users actually searched, separating campaigns by intent type instead of forcing everything into one performance bucket. Distinct keyword groupings and ad themes allowed messaging to shift based on whether users were exploring accommodations, gaming options, or destination details, improving relevance without overcomplicating spend.
On the website side, page content and layouts were adjusted to better receive paid traffic, ensuring search clicks landed on pages that answered the specific question being asked. Ongoing updates focused on tightening message clarity, reducing navigation friction, and supporting higher-quality clicks — allowing paid search performance to improve through alignment rather than constant bid or budget pressure.
Booking Revenue
CTR
Reservations
Paid Media
Social Media
Search Ads
Website Management
Email Marketing
Graphic Design
Paid Media
Social Media
Search Ads
Website Management
Email Marketing
Graphic Design
Paid Media
Social Media
Search Ads
Website Management
Email Marketing
Graphic Design
Paid Media
Social Media
Search Ads
Website Management
Email Marketing
Graphic Design