We Don't Just Run Ads.
We Solve Why They're Not Working.
As a travel and tourism marketing agency, every campaign starts the same way — understanding the offer, testing the audience, and letting the data pick the winners. Here's what that looked like for two travel brands.
Destination-specific testing took cost per appointment 70% below target — in the first month.
The Problem
Generic offer, no audience segmentation, underperforming on both lead cost and bookings.
What We Did
- Weeks 1–2 — Offer Validation: Tested the original offer across 11 destination-specific ad groups to find a profitable baseline.
- Week 3 — Audience Revalidation: Repositioned the offer to match a more premium audience. Tested 11 locations and cut underperformers.
- Week 4 — Scale: Narrowed to the 8 winning destination/audience combinations and scaled spend toward closed deals.
Results vs. Target
Audience-specific landing pages dropped cost per lead 81% while volume scaled to 542 leads.
The Problem
Broad, generic targeting wasn't converting. No audience-specific messaging, no segmented funnel.
What We Did
- Built three separate landing pages — one per core audience: couples (romantic getaway), families (stress-free planning), friend groups (celebration trip) — each with its own headline, copy, and creative.
- Split-tested every page to find the winning layout and message per audience.
- Identified the strongest-converting segment and shifted budget accordingly.
Audience Performance
| Couples | 308 leads · $3.23 CPL |
| Families | 110 leads · $9.05 CPL |
| Friend Groups | 62 leads · $16.08 CPL |
Month 1 → Month 3
Four low-cost touchpoints shifted 17% of reservations away from OTA platforms and their fees.
The Problem
A 5-star luxury STR in Northern Ireland was booking well — but every Airbnb or Booking.com reservation came with a platform commission attached. No direct booking option, no way to own the guest relationship.
What We Did
- Business cards in the room — directing every guest straight to the direct booking site for their next stay.
- Facebook group postings — tapping into local and regional travel communities to drive awareness organically.
- Organic social on TikTok and Meta to build an audience and funnel traffic to direct bookings.
- Direct booking website (FreeToBook) — built from scratch with availability calendar and frictionless checkout.
Channels
| Business cards (in-room) | Repeat & referral driver |
| Facebook groups | Community discovery |
| TikTok + Meta (organic) | Awareness & traffic |
| FreeToBook website | Direct conversion |
Before → After
Why These Aren't All Travel & Tourism Brands — Yet
Every campaign below was built the same way: audience testing, creative iteration, and weekly optimization. The parts of paid media that don't change by industry. What does change is the offer and the booking flow, and that's exactly what gets mapped out with every new client before a single ad goes live.
The results below are proof of the process. As a Travel & Tourism Marketing Agency, travel is now our focus.
Learn more about how we got here.Results shown reflect campaigns where I led paid media strategy, audience targeting, creative testing, and budget optimization.
Real campaigns.
Real numbers.
Ten industries, one tested process.
*Calculated as a weighted average across individual ad sets/campaigns rather than a single platform-reported blended figure.
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