Google Ads for Travel
Travel search is not one audience. Someone typing “Kashmir tour package price” and someone typing “places to visit in Kashmir” are months apart in buying intent, and paying the same price for both is how travel ad budgets quietly disappear. We structure accounts around that difference.
Same destination, four different buyers. One campaign covering all four spends its budget at the top of the ladder, where clicks are cheapest and bookings are rarest.
Most underperforming travel accounts are not failing because of bids. They are failing because the account structure cannot tell the difference between research traffic and buying traffic, and the conversion data being optimised against is counting the wrong thing.
What we actually do
No retainer-shaped vagueness. These are the work blocks that run, and the order they usually run in.
Campaigns split by brand, destination, package type, season and competitor intent, so budget decisions can be made at the level that actually maps to margin. Each group gets its own bidding logic and its own landing destination.
Keyword sets built from how Indian and international travellers actually search — destination + duration, destination + price, destination + month, honeymoon, family, group, visa-inclusive. Search terms are reviewed on a fixed cadence and negatives are maintained as a living asset, not a one-time list.
PMax is powerful and opaque. We deploy it where there is enough conversion volume and clean signal to steer it, keep it fenced away from brand, and monitor asset-group and search-theme reporting. Where the data is not there yet, we say so rather than handing over an unaccountable campaign.
Destination-led video for audiences that are dreaming rather than booking, then remarketing that meets them again when they move down the ladder. Priced and measured as a demand-building channel, not judged on last-click.
Segmented by behaviour — package page viewers, form abandoners, enquiry-but-no-booking, past travellers. Customer lists uploaded where you have first-party data and consent to use it.
Primary conversions are qualified enquiries, not button clicks. Enhanced conversions and offline conversion import are configured so the booking that happens three weeks later still teaches the bidding algorithm something.
What you end up owning
Everything is built inside accounts you own, documented, and portable — including to a different agency.
What changes in the business
When destinations and package types are separated, you can fund the itineraries that actually make money instead of the ones that happen to be cheap to advertise.
Intent-led structure plus negative discipline reduces the share of enquiries that were never going to travel with you.
Offline conversion import means Google optimises toward the enquiries your sales team actually converted, not the ones that merely filled a form.
We describe what the work changes, not what it guarantees. Outcomes depend on your market, offer, budget, competition and sales process.
Questions
Still deciding whether we’re a fit?
The audit is the cheapest way to find out. You get a specific read on your own funnel, and we get to show our thinking rather than describe it.
Book a Free Travel Growth AuditUsually yes. Keeping the account preserves its conversion history and learning, which has real value. We start with an audit; if the account has structural problems that are cheaper to rebuild than to repair, we will explain the trade-off and let you decide.
No. Cost per lead in travel depends on destination, season, competition, your offer, your landing page and your sales response time — several of which sit outside the ad account. We commit to a structured process, transparent reporting and a clear view of what is and is not working.
There is no fixed floor, but campaigns need enough weekly conversion volume to learn from. If your budget is thin, we would rather concentrate it on two or three destinations you can sell well than spread it across a full brochure.
Where it is appropriate. PMax can work well for travel businesses with strong conversion signal and a clear creative library, and poorly for accounts with weak tracking — because it will happily optimise towards a badly defined conversion. We check the tracking first.
Each service stands on its own. Connected, they stop leaking into each other.
The audit covers this and the six things around it — because the constraint is often next door to where you think it is.