Remarketing — serving ads to people who have already visited your site — is one of the most efficient PPC strategies available to travel brands. The economics are straightforward: someone who has already looked at your tours, read your destination guide, or started an enquiry is significantly more likely to convert than someone encountering your...

The Google Ads landscape shifts constantly — and for tour operators, falling behind on PPC trends doesn’t just mean missed opportunities, it means handing bookings to competitors who are ahead of the curve. In our experience, the travel brands that adapt earliest to platform changes tend to benefit disproportionately, particularly when it comes to new...

We know that a conversion refers to an action you want a user to take — a booking, an enquiry, a phone call. But conversions in paid media come in different forms, and as PPC has evolved, so has the way we think about and measure them. This is especially true in travel, where the...

With over 2 billion monthly active users, Facebook is a powerful channel for travel brands looking to reach people across every stage of the holiday planning journey. A ‘funnel’ is used on Facebook to capture users at different stages — from early inspiration through to booking — and it’s something we use regularly for tour...

Google Ads produces more data than any one person can meaningfully process manually. In our experience, the gap between travel marketers who act on data quickly and those who don’t often comes down to reporting setup — not analysis skill. For tour operators managing multiple destination campaigns, the ability to turn that data into clear,...

Continuous ad testing is fundamental to improving PPC performance over time. Without a structured approach to testing — comparing different ad copy, landing pages, and bidding strategies — you’re optimising based on instinct rather than evidence. For travel PPC campaigns where ad copy quality directly affects Quality Score and conversion rate, the right testing tools...

Your Google Ads could be targeting the right keywords, with the right bids, reaching the right travellers – and still failing to convert if the ad copy itself doesn’t land. In our experience, ad copy is the most commonly overlooked lever in a travel PPC account – and it’s often where the biggest performance gains...

Remarketing and retargeting are terms used interchangeably in most digital marketing conversations, but they have a technical distinction worth understanding – particularly for travel advertisers who are building re-engagement campaigns across multiple channels. Here’s the difference, and how to apply both effectively for travel brands. What Is PPC Retargeting? Retargeting typically refers to re-engaging users...

Mobile search is where a significant proportion of travel research happens – particularly in the early inspiration and consideration stages, when prospective customers are browsing during commutes, evenings, and weekends. For tour operators running Google Ads campaigns, failing to optimise specifically for mobile means paying for mobile clicks that convert at a fraction of the...

In travel marketing, nothing sells a destination quite like video. In our experience, tour operators who invest in quality video content tend to see measurable improvements in both engagement rates and time on site – particularly on destination and itinerary pages. A well-crafted 60-second highlight reel of a tour can do more to inspire a...