Travel PPC

This campaign focused heavily on attracting shoppers with large budgets looking for the most premium holidays. Our role was to place Google search adverts in front of these individuals and encourage them to complete a ‘Quick Quote’ form, where they’d share detailed information about their ideal trip.

This campaign was ran for two businesses, The Luxury Travel Society and The Maldives Travel Society. We also built both of these websites.

Anyone who’s run Google search ads knows that targeting high-budget leads can be challenging, but not for our team. We were confident we could deliver stronger cost-per-conversion results for The Luxury Travel Society and The Maldives Travel Society and generate more leads from the same advertising budget.

We also needed to make sure the leads were ready to book. The Luxury Travel Society wasn’t interested in ‘basic’ enquiries; they only wanted people who were ready to buy.

Both of these campaigns were large, with a healthy advertising budget of up to £500 per day.

One strategy we used for both businesses was targeting keywords based on the names of their best-selling hotels. We found that visitors specifically searching for a hotel by name had strong booking intent, as they weren’t just browsing.

We then applied our tried and tested cost-per-conversion keyword optimisation, and the campaign took off. Both businesses saw a noticeable increase in higher-quality enquiries as a result of this approach.

As always, a big part of our focus with PPC campaigns is cost-per-conversion optimisation, but this campaign went deeper than simply chasing the lowest figures.

After months of A/B split testing, we discovered that aiming for the lowest possible cost per conversion and cost per click wasn’t the right approach for this particular campaign.

The leads coming in at the lower cost were of lower quality and showed less booking intent, so we adjusted the strategy to prioritise generating high-quality leads at the right cost per conversion.

As a result, both businesses saw a clear uplift in sales from the conversions we delivered.

The key to any pay-per-click campaign is remembering that it’s not a money printing machine; you should expect a 3:1 return on investment ratio.

Our professional content writer, Eddie, worked with us to create compelling ad copy and landing page content for these campaigns.

This helped the campaign achieve a click-through rate of between 8% and 15%. It was clear the copy was performing well, with users choosing to click on The Luxury Travel Society over other competitors bidding on the same keywords.

One area that had been holding these campaigns back was the landing pages. As mentioned in our other project post about The Luxury Travel Society’s new website, we redesigned the entire site to improve PPC conversion rates.

After launching the new websites, we saw a clear improvement in performance, with conversion rates rising from 1.8% to nearly 5% at peak points.

While we appreciate that the budget was significant, there’s no denying the results were just as impressive.

This campaign delivered between 40 and 100 conversions per month through our pay-per-click efforts. We generated leads who were genuinely ready to book with The Luxury Travel Society.