Google Ads: Lead Generation Campaign (Travel Industry)

Objective

A global cruise line wanted to drive high-intent cruise bookings through Google Ads while maintaining cost efficiency and improving ROAS.

Diagnosis

Not all conversions represented the same level of booking intent, creating an opportunity to improve traffic quality and focus spend on higher-intent users.

Strategy

Search Query Optimisation: Refined search targeting using high-performing queries and automated negative keyword optimisation.
Conversion Quality: Excluded low-intent instant-form drop-offs.
Ad Relevance: Aligned keywords, ad copy and site extensions with search intent and key offers.
Budget & Impression Share: Used impression share and lost impression share due to budget and rank to guide optimisation decisions.

Results

PPC delivered 957 bookings across exact and phrase match campaigns while maintaining an effecient cost per conversion:

Exact match delivered 548 bookings at R120.23 CPA.
Phrase match delivered 409 bookings at R139.85 CPA.