CASE STUDY / PAID SEARCH / ADVENTURE TOURISM
A tour company near Jaco Beach was paying $71 for every booking and needed to get under $30. Four months after the rebuild, it was at $29.
440
Conversions in the first four months of 2022, against 275 in all of 2021
$71 to $29
Cost per conversion
0.14% to 0.55%
Conversion rate
Why phone calls, directions, and page views were steering the bidding away from bookings, and what changed when bookings became the primary conversion.
The disapproved ads and broken URLs that were quietly limiting impressions.
How Display spend was cut and moved to Search and Performance Max.
Why spend went up and cost per booking still fell by more than half.
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