Case study: targeted advertising for a travel agency

Case study on setting up targeted advertising for a travel agency

Work progress

Project

Sale of tours, premium tours, hotel reservations, bus tours, hot tours, group filling in Telegram.

The purpose of advertising

"Lead generation" — obtaining leads by filling out a return form on Instagram and Facebook.

What the Necessary People team has done

First name, Last name, Phone number, Email, and so on.
Provide multiple choice answers, for example, choose one country out of 10 (Egypt, Turkey, Zanzibar, Maldives...).
Extensive answer (the client fills in the answer himself).

The result of the work of the Necessary People team

In the first month, $60 was spent on the test.
Further, the lead generation budget was $350 per month. Advertising is done both in standard countries and in the premium segment.
The average price of a completed client application (contacts, country, budget from and to, number of people) is $2.01
To Turkey and Egypt $0.50

Settings

More than 8 different audiences and interests were used. The time frame for launching an advertising company is 72 hours, during which time 4 creatives for 4 countries and settings for 4 companies, a check for compliance with Facebook rules and a full launch of the company were made.

What were the objectives of the travel agency's advertising campaign?

Our task was to help the travel agency increase the number of tour applications and increase brand awareness among travelers. Main goals:

attracting new customers through Facebook and Instagram;
formation of a stable flow of applications in high and low seasons;
advertising special offers and last minute deals;
strengthening the brand's position in the competitive travel market.

How we organized an advertising strategy for the tourism business

For this case, we created a comprehensive promotion system focused on a target audience that is actively looking for travel.

Technical training and analytics

Meta Pixel is connected for tracking applications.
End-to-end analytics are set up to measure the effectiveness of each campaign.

Creatives that make you want to travel

Banners and videos with bright visuals of resorts and cities have been developed.
Main offers: "Hot tours with discounts up to -30%", "All-inclusive vacation", "Travel with children and family tours".
The visuals are focused on emotions — sea, sun, comfort, unforgettable impressions.

Audiences and segmentation for precise targeting

Main target audience: men and women aged 25–50 who are interested in traveling.
Additional segments: families with children, youth, business travelers.
Look-alike audiences based on the agency's clients were used.
Retargeting has been launched for those who viewed tours but did not submit an application.

Advertising campaign results for a travel agency

350+ tour requests within the first month.
The CTR of the best creatives is 4.4%.
The average cost of a lead is from $1.7.
Increase in the number of followers on social networks by 40%.
Stable flow of customers in the off-season.

What worked best in promoting tours

Video reviews of popular destinations with a call to action.
Banners with an emphasis on promotional tours and hot deals.
Retargeting with reminders about viewed tours.

Tips for further growth of a travel agency

To further increase efficiency, we recommend:
run dynamic ads with relevant tours;
add customer reviews in video or story format;
test advertising in TikTok Ads for a younger audience;
connect a chatbot in Messenger or Telegram for instant booking.

Conclusions

The Travel Agency case showed that targeted advertising can be a key tool for consistently attracting customers in the tourism industry.
Thanks to the work of the "Necessary People" team, the travel agency received hundreds of applications, increased its audience, and significantly improved conversions even in competitive market conditions.