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The Ultimate Travel Company PPC Case Study

Lockdown bounce back – boosting leads by +1,388%.

The challenge.

After the blow of lockdown restrictions, The Ultimate Travel Company knew it was time to fight back. They called on Passion to be their digital marketing partner, igniting a mission to rebound stronger than ever and drive a surge of qualified leads.

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Three decades of crafting dream vacations – that’s the impressive history of The Ultimate Travel Company. But they knew the world of travel was ever-evolving. Partnering with Passion, they aimed to broaden their digital horizons, reaching new audiences and igniting a passion for travel in the hearts of countless more adventurers.

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Our response.

Unleashing the power of Google Ads

We knew the key to unlocking The Ultimate Travel Company’s full potential on Google Ads lay in a strategic overhaul. We started by restructuring their entire account, streamlining the bidding process for maximum efficiency.

Riding the search wave with a seasonality heatmap

But efficiency wasn’t enough. To ensure optimal budget allocation throughout the year, we created a cutting-edge “seasonality heatmap.” This heatmap visualised search volume trends for each destination and country, allowing us to strategically invest where potential customers were actively searching.

Goodbye keyword silos, hello data-driven bidding

Traditionally, keywords are segmented into neat little groups. We ditched that approach. Instead, we embraced a powerful grouping strategy. This empowered the data itself to guide our bidding decisions. As search trends evolved, so did our targeting, ensuring we were always bidding on the most relevant terms at the right time.

Brand domination: 90% impression share and beyond

For their brand account, we set our sights on achieving a staggering >90% impression share. We achieved this by strategically bidding on core brand terms and utilising match types that effectively captured all relevant searches related to their brand. This approach maximised brand visibility without wasting resources on unnecessary keywords.

  • 1,388%

    Increase in leads

  • -51%

    Decrease in CPL

  • 67%

    Increase in conversion rate

The impact.

Between April and July 2022, we delivered a 1,388% increase in qualified leads for The Ultimate Travel Company. This isn’t just a number – it represents a surge in potential customers hungry to explore the world with their expertise. But the success doesn’t stop there. We also witnessed a significant 67% jump in their conversion rate, meaning a larger portion of those leads transformed into confirmed bookings. Additionally, we achieved a remarkable 51% decrease in cost per lead (CPL), demonstrating the efficiency of our strategy.

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Freddie and the team head up our PPC account for the Science Museum. We are mainly focusing on Google shopping and search, where we have 500-800 products online at any given time. We just had a really great end of 2021 – our busy Q4 Christmas period, Freddie was driving a high ROAS and hitting targets/forecasts across the board. He has been great
with any ad-hoc requests and explaining the management of the account to the new starters in the team. Passion Digital comes highly recommended!

Scarlett Giannakou Ecommerce & Digital Marketing Contractor

Knight Frank is a large global organisation with a vast Paid media strategy, to which our account team at Passion are pragmatic and quick to respond. Passion are a true partner to Knight Frank and we would highly recommend their paid media team. Thanks to them, we’ve definitely made considerable improvements to the technology we’re using. As a result, we’ve automated our ad efforts and saved a lot of time.

Passion is very transparent and honest. Additionally, the team is very agile and cost-efficient — they provide a significant amount of value for the price.

Anonymous Head of Social Media

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