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...

Managing Google Ads across multiple tour products, destinations and seasonal campaigns is genuinely complex – more so than most industries. You’re not just running one campaign; you’re often juggling separate campaigns for different departure types, market segments, and budget periods that shift dramatically between January’s peak enquiry season and quieter mid-year windows. Bid management tools...

Sitelinks are one of the most underused assets in a tour operator’s Google Ads account. They sit beneath your main ad and link directly to specific pages on your site – and when used properly, they can significantly increase both click-through rate and the quality of traffic landing on your pages. Used badly, they dilute...