Google Ads playbook: travel agency

Example approach. This page shows how we typically plan this kind of project. It is not a specific client’s story, and the figures we track depend on your business.

How we plan Google Ads for a travel agency selling holiday packages, so the budget goes to people ready to book, not just to clicks.

The situation

A travel agency sells domestic and international packages, such as Kashmir, Goa and Dubai trips. Enquiries come mostly from referrals and Instagram, and earlier Google Ads attempts brought many clicks but few serious leads.

Common challenges

• Broad keywords like “Kashmir trip” attract people who are only browsing.
• Seasonal demand: budgets are wasted in the off-season and run short in peak months.
• Leads arrive as calls and WhatsApp messages that are never tracked, so nobody knows which ads work.
• Landing pages list many packages without prices, so visitors leave to compare.

Our approach, step by step

1. Set up tracking first. We track form fills, calls and WhatsApp clicks as conversions, so every lead is tied to the campaign that brought it
2. Build one campaign per destination. Separate campaigns for each key destination let us set budgets by season and see which trips make money
3. Target buying intent. Keywords like “Kashmir tour package for family” and “Dubai package from Delhi” come before broad terms, with negative keywords for jobs, free and visa-only searches
4. Write ads with price and duration. Ads show the starting price, number of nights and what is included, so clicks come from people who can afford the trip
5. Make one landing page per package. Each page shows the itinerary, price in ₹, inclusions and a WhatsApp button above the fold
6. Shift budget with the season. We raise spend ahead of peak booking months and pull back when demand drops
7. Review search terms weekly. We add negatives and pause keywords that bring calls but no bookings

What we track

• Cost per lead, by destination
• Lead quality, by asking the sales team which leads were genuine
• Calls and WhatsApp chats from ads
• Search terms that waste money

What you get every month

• Campaign changes and why we made them
• Spend, leads and cost per lead in plain language
• The plan for next month

What to expect, and when

Search ads can bring enquiries within days of going live. The first month is mostly about learning which destinations and keywords bring real leads; costs usually become steadier once tracking has a few weeks of data.

Want this for your business? See our Google Ads service or the Google Ads presentation, and book a free consultation.