Paid Search Strategy Delivers +28% Revenue Boost With Decreased Ad Spend.

A travel operator spending more each quarter for the same number of bookings. We rebuilt the account around what actually converts, then let the budget follow the demand instead of the calendar.

+28%
Revenue
YoY, same headcount
-19%
Ad spend
Blended, 12 months
3.1x
ROAS
Up from 1.8x
-41%
Cost per booking
Organic + paid

01/IN MOTION

02/THE WORK ITSELF

Every Piece That Went Live.

03/THE CHALLENGE

Which Part Of Theirs Was Broken?

Traffic was never the problem. Enquiries arrived on WhatsApp, email and three separate forms, then sat. No owner, no follow-up window, no way to tell which channel produced a booking — so spend kept scaling the wrong thing.

Nobody knew what worked
Four channels, one inbox, and no record of which enquiry came from where.
Leads went cold
The median first reply was eleven hours. Most travel decisions are made in two.
One page for everything
A single page asked to sell nine itineraries to nine different intents.
Spend followed the calendar
Not demand. Peak weeks were under-funded and quiet weeks paid for themselves twice.

04/OUR APPROACH

Fix The Measurement, Then The Money.

01
Server-side tracking
One conversion that matched a real enquiry, so the platform finally optimised towards the right event.
02
A page per intent
Nine itineraries, nine pages, each answering the one question that itinerary's buyer actually asks.
03
tROAS and Performance Max
Budget moved to where the return was, weekly, with Standard Shopping holding the under-performers.

05/THE TEAM