KLR is a carrier operating international bus routes across 16 European countries. The company offers over 50 regular routes with approximately 1,000 route combinations.
In terms of the PPC for travel industry campaign, we had to:
Before diving into the solution, it’s important to understand the scale of the challenge.
Working in the international travel industry, KLR operates in 16 European countries, offering passengers 1,000 route combinations. However, at the start of our collaboration, only about 100 search ad groups were set up — just 0.2% of the total potential.
Manual campaign management made it difficult to implement timely updates, and technical inaccuracies occasionally occurred — such as incorrect URLs or outdated routes. Due to limited semantic coverage in the campaigns, the business was losing hundreds of potential customers.
Manual campaign setup for all routes would have required 5 specialists, 1 month of work, and about 1 minute per ad group. This routine task would not only consume significant resources but also be quite costly for the company.
Additionally, any update—such as a change in ticket price or the launch of a new route—had to be made manually. This made the process too slow and often led to errors, like displaying unavailable routes or incorrect landing pages.
Due to limited semantic coverage, the company was losing potential customers—and, as a result, market share.
Our goal was ambitious: ensure real-time ad relevance across a vast number of routes while scaling campaigns without compromising quality.
KLR’s core audience consists of people living or working in different European countries. This added complexity to the setup: each route required tailored keywords and ads in different languages.
In other words, the challenge wasn’t just about scale — it was about building a flexible, multilingual, and dynamic advertising system.
At the start of our collaboration with KLR, we identified clear opportunities for improvement. The account had potential, but lacked a structure that could unlock its full power. Some campaigns could have been more efficient, while others had never been launched at all. We saw untapped potential for both optimization and scale.
With an increased budget for ad management, we reimagined the paid promotion strategy from the ground up.
Here’s what we did:
These changes laid the foundation for the next stage: scaling reach through automation with G-MOS. But before moving forward, we made sure the account itself was solid, delivering measurable results even within standard campaigns.
At the same time, we worked on refining the logic behind the Google Ads campaigns themselves. We updated the campaign structure and reorganized ad group logic to better align with user search intent.
Additionally, we optimized Performance Max campaigns, which had previously shown little to no results before the project began. Thanks to our improvements, they started contributing to the overall performance and expanding reach effectively.
To simplify and speed up the ad launch process, automation was essential. The ideal solution was our proprietary tool — G-MOS, designed specifically to manage large-scale search campaigns efficiently.
G-MOS integrates directly with the CRM and operates based on a dynamic feed — a continuously updated structure that ensures only relevant, and currently available ads are displayed.
Together with KLR’s development team, we created and configured a custom feed that automatically syncs with the client's CRM system.
To ensure smooth performance, KLR’s team had to adapt their internal CRM structure to meet G-MOS’s technical requirements. This process, including all iterations, took up to 3 weeks, but the result was well worth the effort.
The feed included:
Once the feed was created, we connected it to G-MOS. This is where the magic happens: the system automatically reads all the data and launches fully-fledged campaigns in just minutes.
What does G-MOS do?
And most importantly, the ads stay up to date in real time. If a route is removed from the CRM, the corresponding ad group is automatically deactivated. If the price changes, it’s instantly updated in the ad copy as well.
Dynamic Search Ads (DSA) are a type of Google Ads campaign where ads are automatically generated based on website content, rather than manually created for each keyword. This is especially valuable when working with a large number of routes, where manual coverage is simply not feasible.
As a result, even at this stage, we had a live, flexible advertising system — one that scales, updates, and delivers results without manual effort.
To ensure each ad is not only relevant but highly effective, G-MOS automatically reads key data from the client’s CRM on a daily basis:
G-MOS uses this data to name ad groups, generate keywords, and insert specific routes into ad headlines and descriptions. This ensures the ads look natural and match user search intent with maximum precision.
Each ad automatically directs users to a specific route page — not a general listing. This shortens the path to purchase and increases the likelihood of conversion.
Price is a crucial decision-making factor. G-MOS pulls the latest ticket cost directly into the ad copy, so users see it even before clicking. If the offer meets their expectations, the chance of a click and purchase rises.
G-MOS checks daily if a route is active within the next 15 days. If not, the corresponding ad group is automatically paused. When it becomes available again, it’s reactivated. This approach avoids directing users to unavailable offers and helps maintain a high account quality score.
This working model allowed us to maintain full synchronization between the CRM and ads without manual input.
For users, it means a seamless experience — fast, accurate, and clear from the first click.
For KLR, implementing G-MOS automation completely transformed the way they manage Google Ads.
We not only significantly accelerated campaign launches but also built a systematic, flexible, and precise model that allows for real-time scaling without compromising quality.
Automated G-MOS campaigns accounted for 45% of all sales from Google Ads, making it the absolute top-performing advertising source.
For comparison:
Integrating the client’s CRM with G‑MOS took up to 3 weeks, including technical iterations. The result was a fully automated advertising cycle that updates in real time — in sync with any changes in the client’s system.
We also built a flexible account structure in the form of route-based campaigns for each country. For example:
"Italy → Spain" is a dedicated campaign with all departure points in Italy and arrival points in Spain.
A mirror campaign, "Spain → Italy," covers the return flow of passengers.
This structure allowed for maximum ad personalization — each search query had its own logic, route, and landing page.
Additionally, automation enabled us to tap into a large volume of low-frequency queries that are often overlooked in manual campaigns.
Thanks to our system, the client gained not just growth — but a new standard in ad management.
Case studies
Check out how we help companies like yours overcome challenges and rise to the next level.
Recovered Organic Traffic
Work period
CR
Revenue
months
.webp)
.svg){kind=logo}
