%20(18).png)
Case Study: NT Tour Operator - Google Ads
A Northern Territory tour operator engaged Oceania to grow online bookings through Google Ads.
Over a 90-day campaign, we delivered $114,000 in revenue from $8,000 in ad spend - a 13.19x return on ad spend at a $9.96 cost per conversion and 10% conversion rate.
The Challenge
A Northern Territory-based tour operator was generating most of their bookings through offline channels and referrals. They had an existing website but minimal paid digital presence, and seasonal demand peaks were not being captured through search. They engaged Oceania to build a Google Ads strategy that could generate consistent online bookings from travellers actively searching for NT tourism experiences.
The Approach
Oceania built a structured Google Ads campaign combining high-intent search campaigns targeting travellers in the booking phase, with Performance Max campaigns to capture broader audience reach across Google's network. Campaign structure, bidding strategy, ad copy and landing page alignment were all optimised for conversion - not just traffic.
Key decisions included targeting specific tour types and departure dates with dedicated ad groups, using location-specific ad copy that resonated with the NT tourism audience, and building a retargeting layer to capture visitors who had shown interest but not yet booked.
The Results - 90 Days
-
$114,000 in revenue generated
-
$8,000 total ad spend
-
13.19x return on ad spend
-
$9.96 cost per conversion
-
10% conversion rate
This campaign demonstrates what a well-structured, data-driven Google Ads strategy delivers in competitive tourism markets consistent online revenue at a measurable, scalable cost per booking.
FAQs
What type of Google Ads did you use for the tour operator?
We used a combination of high-intent search campaigns (targeting people actively searching for NT tour experiences) combined with Performance Max campaigns for broader reach. The campaign structure was built specifically for the tour operator's products, seasonality and booking patterns.
Can Google Ads work for smaller tourism businesses?
Yes. Google Ads is particularly effective for tourism businesses because potential customers actively search for experiences before booking - the intent signal is high. A well-structured campaign with appropriate budget can generate strong returns even for smaller operators with modest ad spend.
How long did it take to see results?
This campaign delivered meaningful results within the first 30 days and continued improving through the 90-day period as optimisation decisions were made based on real performance data.
