Managing Google Ads across multiple tour products, destinations and seasonal campaigns is genuinely complex — more so than most industries. You’re not just running one campaign; you’re often juggling separate campaigns for different departure types, market segments, and budget periods that shift dramatically between January’s peak enquiry season and quieter mid-year windows. Bid management tools...

Sitelinks are one of the most underused assets in a tour operator’s Google Ads account. They sit beneath your main ad and link directly to specific pages on your site — and when used properly, they can significantly increase both click-through rate and the quality of traffic landing on your pages. Used badly, they dilute...

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...

In travel PPC, your click-through rate (CTR) is one of the clearest signals of whether your ads are resonating with the right travellers. A low CTR doesn’t just mean fewer clicks — it drags down your Quality Score, inflates your cost per click, and ultimately makes every booking more expensive to acquire. For tour operators...

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...

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...

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...

One of the questions we get most often from tour operators running paid search is why they’re seeing reasonable click volumes but weak conversion rates — especially from blog and destination content pages. In almost every case, the answer is the same: the PPC and content strategies have been built in parallel, by different people,...

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...

If you haven’t already – now would be a great time to optimise your PPC campaigns for voice search. It’s not exactly new anymore, but voice search has become much more popular over the past few years – which makes sense because it is a faster way for users to search. Users can search verbally...