Online Travel Agency: 48% increase in leads, 36% reduction in cost per lead.
An online travel agency that focuses on golf vacations sought to revitalize their paid media efforts after a tough 2019, as this channel was crucial for revenue growth. As they approached the important New Year booking season, which is responsible for a large portion of their annual bookings, they needed to achieve results rapidly. Their Google Ads account was well-established, featuring closely related campaign themes and effective segmentation, so innovative strategies were necessary for significant impact. After conducting a thorough 103-point audit, it became clear that the agency could better utilize Dynamic Search to enhance their reach and leverage their extensive website. Among various strategies implemented, Dynamic Search Ads expanded from a single campaign to nearly 20, with ad groups organized by targeting method to effectively allocate budget to high-performing areas. They also incorporated Google Smart Bidding, opting for the Target CPA bidding strategy. To further optimize results, they supplied Google with numerous data signals, adding hundreds of first- and third-party audience segments for enhanced targeting. Compared to the previous January booking period, the volume of inquiries surged by 48%, while the cost per lead fell by 36%. This resulted in a significant 20% increase in revenue from bookings, all while spending 6% less on Paid Search year-over-year.