Have you ever looked at a pair of shoes or a product online, maybe added it to your cart, got distracted, and then suddenly your Instagram feed is full of ads for that exact product and other similar items from the same brand? That is called dynamic remarketing, and it’s a go-to strategy for e-commerce brands using platforms like Shopify, where this kind of personalized advertising is built right in.
For Vacation Rental Property Managers, this hasn’t been a particularly easy tool to access and use effectively as your Property Management Software does not have a direct integration to send your inventory and product details directly to Facebook.
However, Studio82 Digital has been working hard and figured out a solution, so you too can now remarket specific homes that a potential guest has viewed, added to their cart, and not booked. Trust us, you’re going to want to keep reading to see some of the mind-blowing statistics and results we’ve seen by implementing what we’re calling our “Meta Ads Booking Funnel”.
What Are Facebook Catalog Ads?
Facebook Catalog Ads are dynamic ads powered by a feed of your properties.
Each time someone visits your website and views a specific property, Facebook captures that behavior through a Facebook Pixel. From there, Catalog Ads allow Facebook to automatically generate a personalized ad featuring that exact home (or similar listings), and serve it to that user across Facebook and Instagram.
Instead of promoting a generic “Book Now” or “Browse our Properties” message, as many general remarketing campaigns do, Catalog Ads allow you to:
- Show the exact property someone viewed (or similar alternatives)
- Link directly back to the property page, eliminating the need for the user to search again
- Deliver personalized ads automatically, based on a visitor’s behavior
- Recover abandoned searches or site visits with tailored messaging
- Boost your return on ad spend (ROAS) by focusing on high-intent users
Studio82's Meta Ads Booking Funnel
We understand that it takes many touchpoints to get a potential guest to convert into a booking. We’ve designed our Meta Ads Booking funnel to reach travelers at each stage of their booking journey. Here’s how it works.
1. Prospecting
First, we implement a prospecting campaign to maximize brand impressions and drive website visits, allowing us to continuously build a qualified remarketing audience. The audience we create for this campaign includes users in your target markets interested in traveling to your area, layered with additional vacation rental and relevant interests based on your brand.
2. General Remarketing
Next, we retarget users who have visited your website or engaged with your content but haven’t yet moved into the booking flow. These ads keep your brand top-of-mind and nudge users further down the funnel by showcasing inspirational imagery, featured listings, and direct booking benefits like saving on OTA fees.
3. Property Page Retargeting
Then, we zero in on users who have viewed a specific property page but didn’t book or begin the checkout process. Using Facebook Catalog Ads, we dynamically serve that exact property and similar listings directly in their feed. These ads link right back to the property detail page, removing friction and making it easy to return and book.
4. Cart Abandonment
Finally, we target users who started the checkout process but didn’t complete their reservation. These ads are designed to recover abandoned bookings by reminding travelers to come back and complete their booking. At this stage, we include urgency messaging to encourage travelers to book before their dates are no longer available and can even include a special promo code to encourage a direct booking.
The Results
With our advanced Facebook event setup, we track and report on specific actions and conversions that happened on your website that are a result of Facebook Ads. Here is an example of a meta ads funnel report for a client in Florida with about 75 properties that shows the number of users who viewed a property page, initiated a checkout, and ultimately completed a booking.
With a budget of $800 a month, we were able to generate:
- 12 Assisted Bookings
- $91k in assisted revenue
- Return on Ad Spend of 11,805%
By making sure that your audience sees the right properties at the right time, with the appropriate messaging, we’re able to generate fantastic results and grow your direct bookings. It’s a smarter, more efficient way to bring travelers back to book and a powerful alternative to the one-size-fits-all remarketing strategies many property managers rely on.
Interested to see how this can work for you?
If you’re ready to move beyond generic ads and start running smarter, higher-converting campaigns, Catalog Ads are a game-changer.
At Studio82, we specialize in making this setup seamless by pulling the right data, configuring the tracking, building your feed, and launching the dynamic ads.
Contact us today and let’s talk about building a Catalog Ad strategy for your vacation rental business.
