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Case study
400 leads for €2,000: a Google Ads lead campaign for a travel business
A travel business needed a large number of enquiries at a good cost, without losing quality. A B2C lead campaign in Google Ads delivered 400 leads on a budget of €2,000, and the enquiries were high quality.
Google AdsDynamic remarketing
400
Leads
€2,000
Campaign budget
- Industry
- Travel and tourism
- Channels
- Google Ads, Dynamic remarketing
The client and the goal
The client is a business in the travel industry. The client's name is not disclosed. It wanted to win customers through a B2C lead campaign in Google Ads, with a budget of €2,000.
The goal was a high number of contacts at a good cost, without losing the quality of the enquiries.
The challenge: how to win valuable leads on a €2,000 budget
The travel industry needs a precise strategy. What counts there is the quality of the leads, not just the number of clicks.
With a limited budget there was little room for traffic that would not turn into real enquiries. Every part of the campaign had to be aimed at people who were ready to ask.
What we did: precise lead campaigns in Google Ads
We worked on four areas.
Segmentation by search intent
We set the campaigns up around phrases with high purchase potential.
Lead form optimisation
We simplified the enquiry form to increase the number of completed forms.
Dynamic remarketing
We reached people who had not completed an enquiry, with remarketing.
A/B tests of ad headlines
We checked which messages generate the most enquiries.
Results
+400
Number of leads
€2,000
Campaign budget
The results: high-quality leads on a low budget
400 leads for €2,000. An effective campaign at a low cost.
High quality of enquiries. We removed users who were not engaged, so the enquiries that came in were worth following up.
Better conversion to sales. The leads had business value, which supported sales.
The original case study does not publish a measurement period, a cost-per-lead figure or sales numbers, so we report only the figures it states.
Our takeaway
Lead generation is not only about numbers. An effective campaign delivers leads that really turn into customers.
What this means for lead generation on a small budget
Small budgets reward precision. In this project that meant targeting by search intent, an easier form, a second chance for visitors who did not finish and a steady test of ad messages.
If you run lead campaigns and want to see where your own account can improve, read about our Search Ads management or ask for a free Google Ads audit.
Glossary
The terms used in this case study.
Lead
A contact from a potential customer, for example an enquiry sent through a form.
Lead form
The form a visitor fills in to send an enquiry.
Dynamic remarketing
Ads shown to people who have already visited your website, based on what they did there.
Search intent
What a person wants to achieve when typing a phrase into Google, for example to compare options or to book.
A/B test
A comparison of two versions of the same element, such as an ad headline, to see which one performs better.
Got a budget? We have the results.
Tell us about your goals and your budget, and ask for a free quote. We will show you how a lead campaign can be set up.
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