Building a PPC strategy for a travel business isn’t the same as building one for an e-commerce shop or a SaaS product – and treating it like it is will cost you. Travel buyers research for weeks, sometimes months. They start with broad destination searches, move through itinerary comparisons and operator research, and often visit...

Why do PPC ad formats matter? Tour operators have more PPC ad format options available to them than most industries realise – and choosing the wrong format for the wrong objective is one of the most common reasons travel campaigns underperform. A remarketing campaign for past site visitors has very different format needs to a...

Google Shopping ads are increasingly relevant for tour operators who sell directly online – particularly those with structured product catalogues, clear pricing, and direct-book capability. If your booking system supports it, Shopping ads can surface your specific tours with imagery, pricing and availability details directly in search results. Getting the feed right is the foundation...

PPC automation promises better results with less manual effort – but for tour operators new to it, knowing where to start can feel overwhelming. Should you jump straight into Performance Max? Enable Smart Bidding across everything? The honest answer is: no. A phased, strategic approach to automation delivers far better results than flipping every switch...

Ad assets (Google’s updated term for extensions) are one of the most underused elements of travel PPC – and one of the most impactful. They expand your ad’s footprint on the SERP, give you additional space to communicate expertise and trust signals, and can meaningfully improve both click-through rates and conversion quality. For tour operators...

A Google Ads audit is a systematic review of your campaigns, account structure, bidding, targeting and tracking – designed to identify what’s working, what’s wasting budget, and what’s been missed. For tour operators, regular audits are especially valuable because the account complexity is high: seasonal campaigns, multiple destination or product categories, long booking windows, and...

For tour operators with limited budgets competing against major OTAs, negative keywords are one of the most powerful – and most underused – tools available in Google Ads. While positive keywords tell Google when to show your ads, negative keywords tell Google when not to. Getting this right means every pound of your budget is...

Choosing a PPC agency is one of the most consequential decisions a tour operator or travel brand can make in digital marketing. A good agency will grow your enquiries, lower your cost per booking, and give you a competitive edge against the OTAs you’re bidding against. A poor one will burn through your budget, produce...

LinkedIn isn’t the first channel most tour operators think of for paid advertising – and for consumer-facing leisure travel, that instinct is usually right. But for operators selling corporate travel, group incentive trips, team away-days or B2B travel services, LinkedIn’s targeting capabilities make it genuinely useful. It’s also worth considering for operators building brand awareness...

In travel PPC, you’re not just competing against other tour operators – you’re competing against OTAs with ten-figure marketing budgets, aggregators who bid on every destination keyword, and sometimes the very airlines and hotels that make up your product. Understanding the competitive landscape your ads are operating in is essential for making smart decisions about...