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PPC for Travel Companies
We help tour operators, airlines, ferries, and activity providers turn paid search into their most profitable booking channel.
Most PPC agencies treat travel the same as any other sector. We don’t.
Travel buying behaviour is fundamentally different. Your customers browse for weeks before committing. They compare dozens of options. They search differently in January than they do in June. A campaign structure that works for an ecommerce brand will waste budget for a tour operator.
We’ve spent a decade managing paid search exclusively for travel businesses – from specialist tour operators to ferry companies to global activity platforms. We understand the seasonality cycles, the long consideration windows, the challenge of competing with OTAs on your own branded terms, and how to structure campaigns that capture demand at every stage of the booking journey.
We focus on high intent traffic to improve cost per booking by an average of 20% in the first full quarter of management.
We specialise in PPC for:
Tour Operators
Whether you sell package holidays, tailor-made itineraries, or group tours, we structure campaigns around destination intent, departure dates, and booking windows to maximise return during peak planning periods.
Airlines & Ferry Companies
High-volume, price-sensitive markets where bid strategy and route-level targeting make the difference between profitable growth and wasted spend.
Activity & Experience Providers
From day tours to multi-day adventures, we target travellers at the moment they’re planning what to do – not just where to go.
Seasonality drives everything
Travel demand doesn’t follow a flat curve. We build campaign structures that ramp spend ahead of peak booking windows and pull back intelligently during quieter periods – rather than running the same budget year-round and hoping for the best.
The booking window is long
Someone searching “holidays to Vietnam” today probably won’t book for weeks. We use audience layering and remarketing strategies designed for long consideration cycles, keeping your brand visible without burning budget on premature conversions.
OTAs dominate the SERPs
If you’re a tour operator, you’re competing with Booking.com, TripAdvisor, and Google’s own travel products for visibility. We know how to structure campaigns and write ad copy that gives specialist operators a fighting chance against platforms with ten times the budget.
Performance Max needs a travel-specific approach
PMax is powerful but it’s a blunt instrument if you don’t configure it properly. We’ve developed approaches to asset group structure, audience signals, and feed optimisation specifically for travel businesses – so the algorithm works for you rather than wasting spend on irrelevant placements.
1. Audit & Discovery – We start by reviewing your current account structure, spend allocation, and conversion tracking. For travel clients, we pay particular attention to how campaigns align with seasonal demand patterns and whether your tracking captures the full booking journey – not just last-click conversions.
2. Strategy & Restructure – Based on the audit, we build a campaign architecture designed around how your customers actually search. This means organising around destinations, trip types, and intent stages rather than generic keyword buckets.
3. Ongoing Optimisation – Travel markets move constantly – school holidays shift demand, exchange rates affect destination popularity, competitors change tactics. We optimise weekly and provide clear monthly reporting that focuses on the metrics that matter: bookings, revenue, and cost per acquisition.
Travel is all we do. We’re not a generalist agency that happens to have a travel client. Every campaign we manage is for a travel business, which means our benchmarks, our playbooks, and our instincts are all travel-specific.
10 years of travel PPC experience. We’ve managed campaigns through COVID recovery, the shift to Performance Max, cookie deprecation, and every Google Ads update in between. There isn’t a travel PPC challenge we haven’t seen before.
Google Premier Partner. We meet Google’s highest standards for certification, spend management, and client performance – giving us early access to betas and direct support when it matters.
Built for mid-market travel brands. We work best with clients spending £10k–£100k per month on paid search. Big enough to move the needle, small enough that we know your business inside out.
Contact us to see how we can help you or call our London team.
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