Holiday packages platform
Coordinating Google Search with intent-driven Display remarketing to capture high-intent domestic travelers at 19% below target CPL.
THE STRATEGIC THINKING
Search captures active demand; Display protects against competitor poaching.
Search and Display are complementary engines. Search intercepts users when they explicitly type high-purchase queries like "Kerala family package from Delhi." But vacation research takes days, during which prospects compare dozens of competing options.
We used Search on exact and phrase match to capture initial high-intent interest. Simultaneously, we built dynamic remarketing display lists that served responsive banner reminders across travel blogs and flight status portals.
The coordinated two-channel strategy prevented drop-off and yielded 70 confirmed travel bookings at ₹121 blended CPL—19% below the brand's historical benchmark.
“Search and Display aren't substitutes - they're complementary levers that multiply each other.”
EXECUTION BLUEPRINT
What actually went into the accounts
- +Search campaigns scoped strictly to high-purchase intent destination keywords
- +Negative list eliminated non-paying queries ("government tour bus", "flight only", "free cancellation")
- +Mobile-first landing page with one-tap WhatsApp chat generating 70% of total leads
- +Display remarketing frequency-capped at 3 impressions per user/day to avoid ad fatigue
- +Smart bidding transitioned to Maximize Conversions once baseline data threshold was met
| Channel Channel | Conversions Logged | Cost per Lead (CPL) |
|---|---|---|
| Google Search (Exact & Phrase) | 42 | ₹132 |
| Google Display (Remarketing Pool) | 28 | ₹108 |
| Blended Multi-Channel Total | 70 | ₹121 |
Capturing Active Itinerary Demand
Captures travelers with active dates (“luxury Swiss Alps summer tour”). Converts intent directly onto dynamic itinerary landing pages.
Seeding Emotional Wanderlust
High-resolution drone cinematography of private villas and Amalfi cliffside drives. Builds brand familiarity across 11.4L affluent potential travelers.
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