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New business enquiries: 0191 260 0716

General enquiries: 0191 406 1200

New business enquiries:

0191 260 0716

General enquiries:

0191 406 1200

Experience Travel Group – PPC

Experience Travel Group: PPC Quick Wins


Compared to Jan 18

  • 199% increase in lead conversion rate
  • 27% reduction in cost per lead, despite a 119% increase in CPC
  • Overall, 12% more leads were generated from 18% less spend

The key problem:

The travel industry as a whole has experienced increasing levels of competition in recent years, leading to increasing CPAs as clicks are becoming more and more expensive. This was the case for Experience Travel Group, who had seen their Cost Per Lead increase throughout 2018.

Who is the client?

Experience Travel Group was founded in 2004, driven by a passion for authentic luxury travel and helping people discover and enjoy Asia. The company offers unique experiences such as street food tours, city walks by local historians and art and community-led tours in remote regions, allowing guests to reveal the fabric of the destination. They continue to offer authentic experiences by constantly researching and developing holidays alongside partners who live in this special part of the world.

Core objectives of the campaign

We had eight weeks to implement quick wins and vital structural changes in the account before Experience Travel Group entered peak season in January 2019. This would give enough time for the changes to bed in and make their mark in January in terms of reducing cost per lead.

The Silverbean approach to the objective


  • Re-allocate spend to higher quality, specific keywords rather than cheaper generic keywords
  • Ensure campaigns were split out adequately to enable budget prioritisation for highest performers.


  • Different conversion types were split out in the account so we could focus on leads.
  • Automated rules were introduced to pause keywords over a certain cost per lead.
  • Broad keywords were paused and replaced with broad match modified and exact match



in lead conversion rate

To find out how to drive your business forward with our results-focused campaigns, created to meet your business objectives, speak to Will or Hannah for a friendly chat today.


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