CI Travel

Paid Advertising

Low-budget wins in a high-value market

The challenge

CI Travel faced the challenge of increasing cost per clicks amidst intense competition and limited budgets. Rising CPCs, low conversions, and poor Return on Ad Spend (ROAS) were concerning.

Poor UK weather and competitive European promotions further strained market share. Existing PPC strategies were increasingly costly and unsustainable.

The solution

To address these issues, Bluesoup took some bold measures.

We took the risk to move away from high-converting keywords, to test focusing the budget on higher-value bookings i.e. package holiday keywords, not flight only. This wasn’t a keyword category we had explored with the budget before. By pushing up the value per booking, we were able to drive up the Return on Ad Spend of the PPC activity, despite increasing cost per clicks.

When it comes to PPC, it’s always about Return on Investment, no matter what your competition is doing.

The results

We saw exceptional results.

ROAS exceeded 800%. Booking value rose 39%. Conversion rates improved 24%. And we maintained impression share.

The campaign demonstrated agility and collaboration, cementing PPC as a profitable tool for CI Travel and maintaining client trust during a difficult year for UK travel.

These outcomes saw us shortlisted for the Best Low Budget Campaign (PPC) award at the UK Search Awards!

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