Travel platform, Europe push

The thinking

Nobody books a Europe tour off a single ad. They book after seeing the brand a few times, clicking once, and trusting it enough to leave a number. So the only honest structure is layered - separate campaigns for awareness, traffic, and lead generation, each measured by what it's actually for.

Awareness was optimised for cheap reach in the right markets. Traffic was optimised for landing-page views from people likely to return. Lead generation ran on top, picking up the warmer audience the first two stages were generating. Eleven days in, the structure held: CPL stayed under target while awareness scaled past 9.6 lakh reach.