The marketing funnel looks the same for travel as it does for any industry. What’s different is the timescale — and that changes nearly everything about how you should use it in PPC. A traveller booking a two-week safari in Kenya typically begins their journey four to six months before departure — sometimes longer. In...

Running Google Ads as a tour operator means managing more complexity than most industries — seasonal demand, long consideration cycles, high-value purchases, and a competitive landscape full of OTAs with enormous budgets. To consistently fill your booking calendar through paid search, these are the five areas that separate operators who win from those who waste...

Paid search and paid social are often treated as separate budget lines — separate strategies, separate teams, separate reporting. In our experience working with travel companies, that separation costs performance. The two channels are at their most effective when they’re actively feeding each other, and for tour operators and activity providers navigating both OTA competition...

Engagement is one of those metrics that can feel abstract until you start connecting it to revenue. For tour operators, there’s a direct line between how well your website engages visitors and how many of them go on to enquire or book. A prospect doing serious research about a two-week tour to Peru will behave...

It’s one of the questions we get asked most: which Google Ads bidding strategy should I be using? The honest answer is that there’s no single right answer — but there is a wrong way to approach it, and we see it constantly in travel accounts. Tour operators and activity providers often jump straight into...

A CRO (conversion rate optimisation) strategy for a travel website is about systematically improving how many of your visitors go on to enquire or book — without necessarily increasing your traffic. For tour operators and activity providers, this matters enormously: acquisition costs are high, booking windows are long, and the difference between a site that...

First-party data — the information your business collects directly from customers and prospects — is rapidly becoming the most important asset in travel digital marketing. In our experience, tour operators who invest early in building clean, usable first-party data consistently outperform those relying on third-party signals alone, particularly as cookie deprecation continues to reshape how...

Google Ads automation is one of the most powerful tools available to tour operators — and one of the most dangerous if used without the right guardrails. Smart Bidding, Performance Max, and AI-generated assets can dramatically improve campaign efficiency, but they can also silently burn through budget if not properly supervised. Here’s how to use...

Campaign structure is where travel PPC either becomes manageable or descends into chaos — and in our experience, most tour operator accounts we audit are structured around what was convenient to set up, not around how travellers actually search. A poorly structured account doesn’t just create reporting headaches. It means your budget isn’t being allocated...

For tour operators and ferry companies, phone calls are often the most valuable conversion in the PPC funnel. A prospective customer booking a two-week escorted tour or a family ferry crossing is making a significant purchasing decision — and many of them want to speak to someone before committing. Call-only campaigns let you put your...