Google Ads gives you a huge amount of data to work with — which is a good thing, until it isn’t. Clients often ask us which metrics they should actually be focused on, and the honest answer is that it depends on your campaign stage and objectives. But there are a core set of metrics...

Paid search and paid social are often treated as separate budget lines — separate strategies, separate teams, separate reporting. In our experience working with travel companies, that separation costs performance. The two channels are at their most effective when they’re actively feeding each other, and for tour operators and activity providers navigating both OTA competition...

Getting clicks from your PPC campaigns is one thing. Getting those clicks to turn into qualified enquiries and bookings is something else entirely — and it’s the challenge we spend most of our time on for travel clients. In our experience, the reasons travel PPC leads fail to convert are consistent enough that we can...

Improving Ads Using Responsive Search Ads One of the ongoing tasks in managing Google Ads for travel clients is improving Quality Score — and click-through rate is one of the most direct levers we have for doing that. The more relevant your ad text is to the search query, the better your CTR; the better...

Reach out to more mobile users Mobile is where a significant share of travel research happens — and for PPC campaigns in particular, failing to optimise for mobile means paying for traffic that’s unlikely to convert. In our experience, tour operators who treat mobile as an afterthought consistently see their mobile CPA running 2–3x higher...

It’s one of the questions we get asked most: which Google Ads bidding strategy should I be using? The honest answer is that there’s no single right answer — but there is a wrong way to approach it, and we see it constantly in travel accounts. Tour operators and activity providers often jump straight into...

In travel PPC, ad copy is doing something most industries don’t require: it needs to stop a searcher mid-scroll on a page full of OTA listings and make them choose a specialist operator over a brand they recognise. That’s a harder brief than “write a compelling headline.” Getting it right consistently is what separates campaigns...

First-party data — the information your business collects directly from customers and prospects — is rapidly becoming the most important asset in travel digital marketing. In our experience, tour operators who invest early in building clean, usable first-party data consistently outperform those relying on third-party signals alone, particularly as cookie deprecation continues to reshape how...

Google Ads automation is one of the most powerful tools available to tour operators — and one of the most dangerous if used without the right guardrails. Smart Bidding, Performance Max, and AI-generated assets can dramatically improve campaign efficiency, but they can also silently burn through budget if not properly supervised. Here’s how to use...

Campaign structure is where travel PPC either becomes manageable or descends into chaos — and in our experience, most tour operator accounts we audit are structured around what was convenient to set up, not around how travellers actually search. A poorly structured account doesn’t just create reporting headaches. It means your budget isn’t being allocated...