Turned £30K into £180K with a Google Ads Revamp That Boosted ROI

A Little Introduction

We got this project through an old connection. The case study is about a Travel Agency, My Travel Info, that specializes in Flights, Holidays, and Cruise bookings. Our task was to optimize their ad campaigns to drive relevant traffic and increase ROI.

Project goals

Project goals were to identify and target relevant keywords, exclude irrelevant search terms, and optimize ad performance to increase ROI. Here’s how we achieved the outstanding results:

1. We began by identifying the relevant keywords for the agency’s services (Flights, Holidays, and Cruise bookings). These keywords were integrated into our ads. Simultaneously, we identified irrelevant terms and marked them as negative to ensure our ads reached the right audience.
2. Here are the keyword stats:

3. We optimized the ads frequently to make sure they remained relevant and effective. This involved testing multiple ad variations with different tones. Seasonal holiday booking ads and advanced flight booking ads with coupons performed particularly well.
4. Here’s a screenshot of the most successful campaign, which generated the highest number of leads and conversions.

5. One of the challenges we faced was competitors generating bogus clicks and calls. We addressed this issue through IP exclusion, making sure that our ads were only seen by genuine potential customers.
6. We continuously tested different ad variations to find the most effective combinations. This included testing seasonal holiday booking campaign and advanced flight booking campaign with coupons, which gave us excellent results.

Results

• In 10 months, we increased the agency’s ROI from 2x to 6x
• The total ad spend was £30K
• The campaign generated over £180K in profit
• The campaign also drove 3.84K phone calls