Custom Travel Company
Niche Science-Travel Brand
Overview
The brand is a travel company run by astronomers and scientists that creates tailored trips focused on scientific excursions.
Challenge
The brand had seen a slow in business and, as a result, wanted to launch a PPC campaign to breathe life into their wallets. Being a niche travel company, we needed a way to avoid competing with high-spending comps in the industry while still capturing enough market share on a very low starting budget.
Approach
We created a structure completely made of Pmax campaigns where each campaign focused on a specific destination. This would allow each Pmax to specialize in its learning without competing against itself with a low budget. We rolled retargeting into cold search intents instead of splitting it out to allow Google to decide how to use the budget more efficiently. In addition, we added the top 30 competitor URL links that offered the same exact trip. Within three months, all of their trips for 2023 and some for 2024 were fully booked.
Results
Within one month of launch, all their trip for the next six months was fully booked. Using the correct ingredients for a successful Pmax campaign turned a $1000 per month budget into a 33.62x ROAS for a high-ticket service. The brand has plans to now to heavily expand the number of trips offered in 2024 and 2025.
The Proof
The numbers that moved.
Overview · Blended
By Platform
30-day blended performance · Pmax campaigns by destination. Illustrative breakdown, single-platform Google account.
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