Long, messy booking journeys
Travellers research for weeks across devices. Last-click reporting undersells the campaigns that started the journey.
PPC & Google Ads for tour operators Every departure
worth filling.
Google Ads, Microsoft Ads and Meta campaigns for tour operators: the companies behind the hotels, guided tours, planned itineraries and experiences once travellers land. Built around booking windows, availability and high-value trips.
Google Ads & Microsoft Advertising certified
Adventure travel
City breaksEvery
departure
counts
departure
counts
Why work with me
I book like your customers do.
I visited 12 countries last year, so I know how long people research a trip, how many tabs they compare and what finally makes them book. Good travel PPC has to follow that research journey.
More about meWhat usually goes wrong
Seasonal, date-driven demand
Early-booking windows, school holidays and last-minute availability all need different budgets and messages.
Expensive, crowded keywords
Generic destination terms are dominated by booking sites and marketplaces like Booking.com, Viator and GetYourGuide. Profitable growth comes from specific tour, itinerary and experience searches.
What I run
Campaigns built for tour operators.
01
Tour, itinerary & experience search
Tightly themed campaigns for specific tours, itineraries, activities and destinations, where intent is high and the big marketplaces are weaker.
02
Microsoft Ads for premium trips
Microsoft Ads often has lower competition than Google and an audience that suits premium, tailor-made and multi-day tours. Worth testing alongside Google Ads.
03
Remarketing across the research window
Staying visible to people who viewed a trip, with messaging that matches where they are in the decision.
04
Availability-led budgets
Shifting spend towards departures with space to fill and away from those that are nearly sold out.
What I measure
- Cost per booking
- Revenue and ROAS by trip
- Booking value and margin
- Enquiry-to-booking rate
- Lead time to departure
- Assisted conversions
Questions
Common questions.
Is Google Ads worth it for small tour operators?
It can be, if you focus on specific trips and destinations rather than broad destination terms where the big booking sites and marketplaces dominate. Niche, high-intent searches are where smaller operators compete best.
How do you measure PPC when customers take weeks to book?
I track the full journey in GA4, use assisted conversion and time-lag reports, and where possible feed booking values back into Google Ads so bidding learns from real revenue.
Should tour operators use Microsoft Ads?
Often, yes. Microsoft Ads usually has less competition than Google, and its audience suits many premium, tailor-made and multi-day tours. It is worth testing alongside Google Ads.
Our trips do not include flights. Does that change the strategy?
Yes, usually for the better. Without flights you are not competing with airlines or Google Flights; you are selling what happens once travellers arrive. Campaigns focus on tour, itinerary and destination-experience searches, often reaching people after they have booked flights and are planning the trip itself.
Can you work with enquiry-based bookings, not just online checkout?
Yes. Many tailor-made and group trips are booked through enquiries. I track enquiries properly and, where your CRM allows, import which ones became bookings.
Other industries I work with
Make the next booking window count
Your next season deserves more than last season's playbook.
A sharper account for more travel bookings, ticket sales, footfall and sports retail revenue.
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