Click-through rate is one of those Google Ads metrics that feels straightforward but has real nuance in travel. A high CTR is a good sign – but in a sector where search intent shifts dramatically between someone dreaming about a destination and someone ready to book, optimising purely for CTR without considering what those clicks...

There are numerous places you can start when optimising your site or landing page for conversions. As a digital marketing agency, we would recommend starting with Google Analytics. Analytics is a web analytics tool offered by Google. It works by tracking and reporting website traffic. We use Analytics to access reports that provide performance analysis...

In travel PPC, a poor landing page doesn’t just waste the click – it wastes weeks of remarketing spend that follows that visitor as they fail to convert. Tour operators often have longer-than-average consideration windows, which means a bounce from a landing page isn’t just a dead end; it’s the start of an expensive retargeting...

Remarketing Lists for Search Ads (RLSAs) are one of the most effective tools available in travel PPC – and one of the most underused. The reason they work so well in this sector is directly related to how travellers research and book. Someone who visited your Patagonia trekking page three weeks ago and is back...

Your call-to-action is the moment your ad stops describing and starts asking. In travel PPC, getting it right matters more than most industries – because the gap between someone researching a trip and someone ready to commit a deposit is enormous, and the wrong CTA at the wrong moment of that journey will haemorrhage click...

How can you avoid these common PPC mistakes in your campaigns? Google Ads is one of the most effective channels for tour operators to generate enquiries and bookings – but it’s also one where basic mistakes can drain budget quickly without producing results. These four mistakes come up consistently when we audit new accounts, and...

Click-through rate is one of the foundational metrics in Google Ads – it tells you what proportion of people who saw your ad chose to click on it. For tour operators, understanding CTR properly matters because a high number alone doesn’t tell the whole story: the quality of the traffic behind those clicks, and whether...