Client: Indus Travel
Industry: International Travel & Tourism
Website: indus.travel
Monthly Ad Budget: $120,000 – $150,000
Target Market: Individuals actively seeking international travel packages (primarily in the US and Canada)

Objective For Q1 of 2025

​​The primary goal was to drive awareness and boost destination package sales through a full-funnel digital marketing strategy and improve ROAS to 2X.

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Channel-Wise Breakdown & Execution

 

Google Ads – Performance Max (PMax) Campaigns

• Approach: Focused on destination-based PMax campaigns, using audience signals and website visitor data from GA4 for retargeting.

• Optimization: Implemented account-level placement exclusions to remove underperforming inventory.

• Result:

  • CTR increased by 5%

  • Conversions rose by 20%

Meta Ads – Destination-Based Campaigns

Each travel destination was allocated its own campaign, further segmented into three strategic ad sets:

1. Prospecting (New User Discovery):
   We targeted interest groups relevant to international travel, including:

   • Airlines: Delta, Lufthansa, Singapore Airlines, Turkish Airlines, etc.

   • Booking Platforms: Expedia, Kayak, Skyscanner, Trivago

   • Travel Niches: Budget Travel, Luxury Travel, Trafalgar Tours, TripAdvisor

2. Lookalike Audiences (3% Similarity):
   Built using customer lists of previous buyers for precise targeting:

   • CA Lookalike (3%)

   • US Lookalike (3%)

3. Remarketing:
   Focused on re-engaging users who had visited the website but did not convert.

TikTok Ads – Awareness & Prospecting

• Why TikTok?
  High penetration among travel enthusiasts in the US and Canada, with a strong influence on trip planning and inspiration.

• Strategy:
  Focused purely on brand awareness and website traffic, helping position Indus Travel as a go-to for curated international trips.

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Criteo – Dynamic Retargeting & Brand Recall

• Utilized to re-engage previous site visitors using personalized creatives.

• Played a crucial role in improving conversion rates from returning users and enhancing brand visibility across the web.

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