Search Ads

The strategy: Catch them twice

Travel decisions take time. You need to catch them at two points:

• Decision stage: Someone searching "Brazil tour 15 days" is ready to book. This is where you make immediate profit.
• Research stage: Broader searches like "Where to go in February?" or "Best hotel in Crete". Get your agency on the shortlist before they decide.

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Cover everything without wasting budget

Here's how we do it:

• Manual campaigns (your best sellers): For flagship trips and high-margin offers, I hand-build everything. Every keyword chosen, every ad written to match the search exactly.
• Dynamic Search Ads (everything else): For the rest of your catalogue, Google automation kicks in. It scans your site and creates ads for specific searches we'd never think of manually — like a particular hotel in a specific town.

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Win by cutting the rubbish

• Filter out junk: I block weather searches, photo searches, job searches.
• Block existing customers: Someone who's already booked shouldn't be clicking your ads to find your phone number. I exclude your customer list from acquisition campaigns. Your budget wins new business, not customer service calls.

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Flex your budget with the season

Travel demand swings. Your spend should too.

• High season: January or last-minute bookings? We push hard. More budget, higher bids, don't miss a sale.
• Low season: Quiet months? We pull back. Keep only the best keywords and brand protection running. Preserve cash.

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Protect your brand

Booking, Expedia, or competitors often bid on your agency name.

• What we do: Run a low-budget brand campaign with rock-bottom CPCs.
• Why it matters: Customers searching for you find you first. And you control what they see — promos, quote forms, whatever you want.