The Challenge
A Brand-New Revenue Stream in an Uncharted Market.
Budget: Very small at launch
Target: 30 Sales per weekday
Platform: Google Ads
Competition: High nationwide, low locally (but in a rural area)
Our Strategy
Rethinking the Target Audience & Leveraging Local Partnerships
1. Understanding the True Customer Persona
We tested two audiences:
- Target Persona – Affluent customers who were interested but unwilling to drive far.
- Actual Buyers – Customers who valued the experience enough to travel.
Key Insight: To make the trip more appealing, we suggested partnering with local hospitality businesses (restaurants, hotels) to create bundled experiences, increasing the average order value (AOV) by 15%+.
2. Data-Driven Campaign Optimisation
- Google Ads Search Intent – We analysed search behaviour to optimise landing pages and FAQs to answer common concerns.
- Lead Forms vs. Website Forms – We A/B tested lead generation methods for better quality.
- CRM Integration – We linked Google Ads with the CRM via Zapier to track qualified and converted leads.
The Results
Crushing Sales Targets & Slashing CPA
Month 1: 70% of the target achieved, but CPA was too high (£84 per sale).
Month 3: Sales exceeded the target (827 vs. 600), and CPA dropped to £22.
Beyond Ads: A Sustainable Growth Strategy
To sustain momentum, we advised localised SEO strategies and created blog content featuring restaurants and local accommodation, allowing them to build valuable partnerships. The client was so happy by the results that they now manage the ads in-house.
Final Results (Month 3)
- Sales: 827 (target: 600)
- CPA: £22 (down from £84 in Month 1)
Conclusion
A Profitable, Scalable Model for Future Growth
This project wasn’t just about generating tour sales, it was about creating a scalable, profitable model for the client. By understanding the real customer journey, leveraging partnerships, and fine-tuning the approach, we helped transform an untapped revenue stream into a thriving business.
