How an NT Tourism Operator Achieved a 13.19x ROAS with Google Ads - A Case Study

A Google Ads Tourism Success Story from the Top End

Tourism businesses across Australia are navigating an increasingly competitive landscape. Rising advertising costs, shifting traveller behaviour and fast-changing digital trends mean operators must be smarter and more strategic with every marketing dollar.

For one Northern Territory tourism operator, partnering with Oceania Marketing Group led to a transformative jump in bookings, revenue and visibility. Over a three-month period, we delivered strong commercial outcomes using a targeted, data-driven Google Ads strategy designed specifically for the tourism sector.

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The Results at a Glance

Over just 3 months, the campaign achieved:

• $114,000 in revenue generated

• $8,000 total ad spend

• 13.19x return on ad spend (ROAS)

• 10% conversion rate

• $9.96 cost per conversion These outcomes demonstrate the power of strategic search marketing for tourism businesses seeking to increase bookings and improve profitability during both peak and shoulder seasons.
  

What Made the Campaign So Effective?

1. Intent-Focused Keyword Strategy

We targeted high-intent travellers already researching NT tours, attractions and bookings. By aligning ad groups with precise user search behaviour, we maximised both traffic quality and conversion likelihood.

2. Highly Relevant Ad Creative and Messaging

Tourism decisions are emotional as much as practical. Our ads leveraged compelling value propositions, strong visuals and clear calls to action that aligned with what travellers care about most: experience, convenience and trust.

3. Smart Budget Allocation

With only $8,000 over three months, every dollar had to work hard. We continually reallocated budget towards top-performing keywords and audiences, ensuring maximum efficiency and minimum waste.

4. Conversion-Optimised Landing Pages

To support the ads, we created a streamlined booking flow designed to reduce friction and increase conversion rates. This included trust markers, clear availability details and simplified next steps.

5. Continuous Testing and Refinement

Search patterns fluctuate daily in the tourism sector. Through ongoing optimisation, we ensured the campaign adapted in real time to demand, seasonality and competitor shifts.

What This Means for Other Tourism Operators

This case study proves that tourism businesses do not need massive budgets to generate meaningful results. They need:

• The right message

• In front of the right traveller

• At the exact moment they are ready to book

With a strategic approach, even a modest investment can translate into substantial revenue growth.

Want Results Like This for Your Tourism Business?

Oceania Marketing Group specialises in performance marketing for tourism operators across Australia. Whether you run tours, cruises, accommodation or attractions, we can help you:

• Increase bookings

• Improve your return on ad spend

• Strengthen your online presence

• Reduce dependency on OTA commissions

• Build a long-term, sustainable digital strategy

Let’s Grow Your Tourism Business Together

If you're ready to scale your bookings and elevate your digital performance, contact us today to discuss a tailored strategy for your business.

Let's Chat