Remarketing — serving ads to people who have already visited your site — is one of the most efficient PPC strategies available to travel brands. The economics are straightforward: someone who has already looked at your tours, read your destination guide, or started an enquiry is significantly more likely to convert than someone encountering your...

The Google Ads landscape shifts constantly — and for tour operators, falling behind on PPC trends doesn’t just mean missed opportunities, it means handing bookings to competitors who are ahead of the curve. In our experience, the travel brands that adapt earliest to platform changes tend to benefit disproportionately, particularly when it comes to new...

The travel industry is one of the most competitive categories in Google Ads — OTA budgets dominate the auction on high-volume destination terms, and independent tour operators need a carefully structured PPC strategy to compete effectively. In our experience, the operators who get the best results from paid search are those who focus their strategy...

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...

Pinterest often gets overlooked by travel advertisers focused on Google and Meta — but for certain travel businesses, particularly those with strong visual products and audiences who skew female or who are in early travel inspiration mode, Pinterest advertising deserves serious consideration. The platform’s search-discovery model and its association with future-planning make it a natural...

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...

Attribution modelling is the practice of deciding how to credit different marketing touchpoints for driving a conversion. In travel, where the journey from first awareness to booking enquiry can span months and involve multiple channels — organic search, paid social, email, direct — choosing the wrong attribution model means making systematically wrong decisions about where...

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,...

Google Ads and Facebook Ads are the two dominant PPC channels for travel brands, and they do fundamentally different things. Google captures demand — prospective customers who are actively searching for what you offer. Facebook creates demand — reaching people who aren’t yet searching but can be persuaded to start. The right channel for your...

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...