Driving enquiry volume and cost improvement with a new PPC strategy for Latin Routes

Latin Routes

Paid Search

Following a major website migration in 2025, specialist tour operator Latin Routes experienced a notable drop in total lead volumes and bookings. While their lead-to-sale conversion rate remained strong, lead volumes at the start of 2026 were below 2025 levels.

We delivered a structured turnaround strategy across the paid activity to reverse the decline and hit target. By introducing tailored PPC landing pages, refining Google Search structures, pulling back inefficient Performance Max spend, and integrating Salesforce CRM data, the account achieved a +31% increase in enquiries and reduced overall Cost per Enquiry by 29%.

The challenge

After launching a new website in 2025, Latin Routes faced challenging performance across paid digital activity, which was seen in:

Falling lead volumes and bookings – year-on-year total leads dropped significantly.
High lead-to-sale efficiency, plus low volume – sales teams were converting high-quality leads effectively, but total volume was insufficient to meet targets.
Ad-to-Landing-Page mismatch – generic website pages were failing to convert high-intent paid traffic efficiently, driving up Cost per Enquiry (CPE).
Unfocused algorithm bidding – Automated bidding strategies lacked offline conversion data from Salesforce, leading algorithms to optimise for volume rather than enquiry quality.

The primary objective was clear: increase enquiry volume and total bookings while driving down Cost per Enquiry, without compromising lead quality.

The solution

We executed a phased short-term and medium-term strategy to repair conversion leaks and scale account performance. This was done with four focus areas:

Dedicated PPC landing page rollout – designed and launched destination-specific landing pages tailored directly to high-intent PPC search queries (e.g. "Brazil Travel Specialist"). These pages eliminated site navigation noise, simplified the primary form CTA, and focused on selling Latin Routes’ expertise and reassurance guarantees (ATOL protection, handpicked itineraries) rather than basic destination overviews. Potential customers were visiting through destination specific keywords such as "Brazil travel specialists", they knew where they wanted to go so our landing pages needed to upsell the "Why with Latin Routes".
Google Search restructuring and ad alignment – realigned keyword match types and ad copy. Reduced reliance on high CPE Performance Max campaigns and shifted budget into high-converting Search campaigns.
Salesforce CRM data integration – integrated Sugati/Salesforce GCLID tracking to pass offline lead stage data back into Google Ads. This fed the bidding algorithm richer signal data ("what good looks like"), prioritising users progressing to booked opportunities over low-intent clicks.
Multi-Channel paid media support – layered Meta prospecting and remarketing campaigns to engage high-intent travel audiences visually at a lower CPC (£1.05 average CPC), supporting upper-funnel demand generation.

The results

“By pairing tightly themed Search campaigns with tailored, destination-specific landing pages and offline CRM data, we eliminated channel friction and gave the algorithms the exact quality signals they needed. Slashing Cost per Enquiry by 62%, while driving a 214% surge in landing page leads proves how powerful aligning ad intent with clear landing page UX really is.”

Martin Boundy, Paid Digital Executive, Bluesoup

In terms of quantitative impact, this was seen in multiple KPIs:

214% increase in enquiries from new landing pages – total enquiry volume across all PPC landing pages more than tripled following implementation.
62% reduction in Cost per Enquiry – average CPE dropped dramatically across key destination campaigns using the new landing pages.
175% Conversion rate increase – conversion rates jumped from 0.4% to 1.1% in the quarter after deploying tailored landing pages and restructuring search campaigns.
57% Search CPE reduction – search-specific Cost per Enquiry fell from £662 down to £285 year-on-year.
Compounding month-on-month scaling – monthly enquiries grew steadily, while monthly CPE dropped from £429 to £207.

“Following their website migration, Latin Routes needed a swift, clear strategy to rebuild lead volume without compromising on lead quality. Leading this project was all about aligning our paid media strategy directly with their overarching business goals, turning a challenging lead decline into a highly scalable, cost-effective acquisition engine.”
Emily Walton, Digital Director, Bluesoup

We were also able to make improvements in other areas for Latin Routes, including:

Restored pipeline momentum – reversed the post-migration lead decline, restoring predictable, high-quality lead volume for the sales team.
Smarter algorithm bidding – passing Salesforce CRM data back into Google Ads trained bidding algorithms to optimise for actual high-value booking opportunities rather than low-intent clicks.
Improved user journey – aligning search intent directly with tailored landing pages provided a clearer, more persuasive path to enquiry.
Scalable framework – established a robust paid media model that can be easily replicated across new destination campaigns and seasonal promotions.

“Bluesoup went above and beyond to help us turn performance around at a critical time for the business. They didn’t simply optimise our paid search activity; they proactively challenged our wider approach, from landing page experience and messaging through to how we used our CRM data to improve lead quality.

“The results of more enquiries, significantly improved efficiency were what we were looking for as a base. Bluesoup have added more, through their commitment to understanding our business and finding solutions beyond the traditional agency remit has made them a genuine extension of our team.”