Wightlink Ferries – +129% YOY Revenue Increase
More revenue on less spend: putting the budget where Wightlink's bookings actually come from.
Unlocking PPC Growth - Wightlink Ferries
Revenue has increased by 129% YOY, spend reduced by 21%, CPA reduced by 49.7%.
Overview
Wightlink, a premier ferry operator in the UK, entrusted us with the task of improving their PPC performance. As the leading provider of ferry services between the Isle of Wight and the mainland, Wightlink boasts an impressive legacy of connecting people and places with over 160 years of experience. Each year, they transport over 5.5 million passengers across the Solent, offering a variety of routes that cater to both vehicles and foot passengers. Despite their strong market position and commitment to reliability and convenience, Wightlink sought to drive greater efficiency within their digital budget. Our goal was to leverage cutting-edge digital marketing techniques to drive increased traffic and bookings, ensuring Wightlink can maximise the return from their investment.
Our Approach
Our PPC campaign for Wightlink involved a series of focused initiatives designed to optimise their digital marketing efforts and maximise return on investment.
Account Clean-Up and Focus on Top Performers
We started by thoroughly auditing the PPC account, identifying high-performing keywords, ad groups, and campaigns that were driving the most valuable traffic and conversions. This process involved pruning underperforming elements that were not contributing to efficiency or scale. By reallocating budget towards these top performers, we ensured that Wightlink’s advertising spend was being invested in the most impactful areas, leading to enhanced ROI and better allocation of resources.
Automated, Tailored Messaging for Key Customer Segments
Recognising the diversity of Wightlink’s customer base, we segmented the audience based on detailed behavioural and demographic insights. This segmentation allowed us to develop automated, tailored messaging strategies for each segment, ensuring that the communication was highly relevant and engaging. Special attention was given to crafting messages that resonated with Wightlink’s key audience segments, such as mainland customers, to foster a deeper connection and encourage action.
Testing Price Versus Non-Price Messaging
To determine the most effective approach for engaging potential customers, we conducted extensive A/B testing comparing price-focused messaging with value-driven propositions. This testing was critical in understanding what motivated Wightlink’s customers to book, allowing us to refine our messaging strategy continually and adapt our tactics to align with customer preferences and market trends.
Ongoing Optimisation Through Rigorous Testing
Our commitment to driving Wightlink’s PPC account forward involved countless tests beyond just price versus non-price messaging. We explored various ad formats, targeting options, and bidding strategies, constantly seeking ways to improve performance. This iterative approach ensured that the account was always aligned with the latest best practices and market conditions, leading to sustained improvement over time.
The culmination of these efforts led to remarkable results, surpassing even the most optimistic projections. By focusing on what truly mattered - optimising top performers, tailoring messaging to key segments, and continuously testing and refining our approach - we were able to significantly advance Wightlink’s PPC performance, setting new benchmarks for success.
This work won silver for Best Use of Search at the Travel Marketing Awards in both 2024 and 2026.
