Twice the ROI, Lower CPA: How We Optimized Ads for the Tours Booking Marketplace FREETOUR.com

Solution

Previously, campaigns were optimized using CPA without segmentation by geography, language, or destination priority. To enhance performance, we recommended shifting to ROAS-based optimization by implementing Google’s Measurement Protocol and integrating revenue data directly into Google Ads. We also used Promodo’s PPC automation tool, G-MOS, for more effective search ads. 

Launching Search Campaigns with G-MOS

First of all, we conducted an in-depth analysis of search queries in order to create the structure of a new product feed for G-MOS. 

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G-MOS is a PPC automation tool that allows for the automatic creation of search ad campaigns based on a data feed that includes attributes of the product or service and its characteristics, in order to generate the most relevant keywords and ads.

It enables automatic updates of ad campaigns in real-time based on the data feed, increasing CTR and reducing CPC, which positively impacts the number of conversions and CPA.

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We launched G-MOS campaigns segmented by:

• Language
• Location
• Priority level. 

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We divided campaigns into low and high-priority cities based on performance metrics.

Considering the website offers six languages, we tailored ads and keywords to match each one, with corresponding language settings in Google Ads. 

Additionally, campaigns were segmented by regions—cities, countries, and broader geographic areas—to maximize relevance and effectiveness.

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We also optimized G-MOS campaigns by adjusting target CPA (tCPA) based on the performance of each campaign. This approach allowed us to allocate the budget more effectively, lowering costs on underperforming segments and maximizing investment in the most efficient ones.

Performance Max Campaign Launch

In terms of the travel PPC strategy, we conducted a detailed analysis of CPA and revenue performance across different geographic regions to effectively segment our Performance Max campaigns. This allowed us to launch campaigns precisely to market potential and user behavior.

1. Launched PMax campaigns targeting tours in Spain, localized in Spanish to capture the domestic audience.
2. Simultaneously, launched PMax campaigns in English targeting European countries interested in tours to Spain.

We also developed unique, localized creatives featuring strong CTAs, user ratings, and the number of available tours per city. It allowed us to stand out from competitors and drive higher engagement and conversion rates.

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Promodo PPC experts recommend:

• Constantly optimize audience signals in Performance Max — use interest-based, behavioral, and keyword-based segments tailored to each destination to improve relevance and performance.
• Continuously test and rotate headlines and descriptions in GMOS and PMax campaigns to boost Quality Score, lower CPC, and increase CTR.

The Measurement Protocol Implementation

The Promodo team set up the measurement protocol for the client in May 2024.  

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The Measurement Protocol is a feature of Google Analytics that allows you to send data directly to Google Analytics servers using HTTP requests. 

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Unlike traditional tracking methods (like GA scripts on websites), the Measurement Protocol lets you manually collect and send user interaction data from virtually any environment, even outside a browser.

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The “Power Pair” Approach

​​We optimized the client’s account using the “Power Pair” approach. It allowed us to combine broad match Search campaigns with Performance Max (PMax) campaigns, both powered by Google’s smart bidding strategies.

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The Power Pair is a Google Ads framework based on the synergy between Search campaigns with Broad Match keywords and automated bidding strategies, and Performance Max (PMax) campaigns. This strategic combination is designed to maximize conversion volume and efficiency across Google’s complete ad ecosystem.

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This approach enabled us to capture both high-intent users through Search and broader, conversion-ready audiences through PMax, thereby maximizing coverage across the entire funnel.

Restructuring Campaigns

We restructured campaigns to follow a “one campaign – one country” model, targeting specific regions in both English and Spanish.

Based on four months of GEO and language performance data, this structure ensured each campaign was highly localized and relevant, improving ad performance and simplifying performance analysis.

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In addition, we switched from a tCPA to a tROAS bidding strategy in PMax campaigns after thorough testing.

While Search campaigns performed better using tCPA by driving more conversions, PMax campaigns delivered higher-value conversions when optimized for ROAS. This shift helped us align automated bidding with actual business value, not just lead volume.

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Results

After four months, Promodo’s PPC team achieved a 125% increase in ROAS and a 26% reduction in CPA, demonstrating how a strategic approach combining automation, deep analytics, and precise segmentation can significantly improve performance.
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