Increased ROI for a luxury travel brand with micro conversions
A case study
Industry: Travel & tourism
Services / solutions: strategy, paid media
Author: Ferdie Bester
The problem
A luxury travel company was struggling to get meaningful results from its paid media efforts. Despite running campaigns in-house, they weren’t seeing the ROI or lead quality they needed. They initially approached NightJarr for a simple media review and training—but it quickly became clear that a deeper, strategic overhaul was needed.
The challenge
The client wanted to drive high-quality leads, improve conversion rates, and increase ROI. Their in-house approach lacked the data-driven structure, cross-channel tracking, and sophisticated targeting required to succeed in a competitive global travel market.
Our solution
We started with a strategic workshop to align on business goals, define key performance indicators, and establish a clear measurement framework.
We then built a full-funnel paid media strategy, combining Google Ads and Meta platforms to guide users from early research through to bookings. We dynamically allocated budgets across funnel stages—62% to mid-funnel and 38% to bottom-of-funnel—and implemented creative ad formats that resonated across global markets.
To power this strategy with data, we:
- Integrated Google Analytics 4 (GA4) and Google Tag Manager (GTM)
- Set up custom events and dashboards for full-funnel visibility
- Used first-party data (like booking reference numbers) to link media activity to revenue
- Leveraged lookalike audiences and Performance Max campaigns for scalable reach
- Utilized micro-conversion signals, such as brochure downloads and email subscriptions with Google and Meta’s machine learning algorithms to enhance audience targeting.
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