Ineffective Google & Meta Ad Campaigns
Turn ineffective Google and Meta ads into high-performing campaigns with intent-driven targeting, conversion-optimized landing pages, and performance marketing strategies designed for travel and hospitality growth.
Overview
A tour and hospitality company was actively spending on Google Ads and Meta Ads to get bookings and inquiries, but the results were not consistent and costly. Although the ad spend remained constant, the quality of leads was poor, the cost per conversion was also high and the bookings were not worth investing.
Constant campaigns without a definite performance strategy or conversion tracking were being made. The promotion system was oriented on traffic and not intent. Advertisements did not coincide with the behavior of travelers to search, seasonal demand, or booking preparedness.
The landing pages were generic, sluggish, and did not have definite calls-to-action. Targeting of the audience was too general and the money ended up being wasted and unnecessary clicks.
TryGaze Digital Solutions intervened to make changes to the whole paid advertising platform. Our strategy of integrating research on the audience, intent-driven key-word targeting, conversion-driven landing pages and constant performance optimization, we were able to turn poorly performing campaigns into quantifiable sources of revenue. It was not only about clicks- but qualified leads, bookings and guaranteed increase of the travel and hospitality business.
Challenge
Large advertising expenses were wasted without putting in any substantive bookings or inquiries.
Campaigns were of large scale resulting in irrelevant clicks and lack of engagement among non travel intent users.
Generic pages did not correspond with the ad intent and the users lost their track before they could make inquiries or bookings.
Poor analytics did not allow realizing what was successful and what required improvement.
We Follow Below Resolution Process :
Audit/Intent Research of the Campaign (Strategy)
Targeting and Restructuring of the Campaign (Performance Marketing)
Conversion Growth: Landing Page and Creative Optimization
Monitoring, Experimentation & Optimization
Results & Conclusion
Having redesigned the ad strategy, the travel and hospitality business increased the performance of the campaigns by a significant margin. The cost per lead was decreased significantly, lead quality and booking intent also improved. Ads started getting people who are going to travel and not the casual browsers.
Specific landing pages enhanced relevancy and user experience leading to increased conversion rates and Quality Scores. The geo-targeted campaigns also produced better results in priority markets and minimized the wasted spending and improved ROI.
Through adequate conversion tracking and analytics, the business had an understanding of what campaigns, keywords, and audiences made real bookings. This enabled the wise budget allocation and steady performance over time.
As this case study illustrates, effective travel and hospitality advertising cannot be achieved without more than advertising spending. Using the appropriate strategy, targeting, and optimization, Google and Meta Ads can be trusted with the growth channels that can provide quantifiable outcomes and reasonable growth in revenues.
