Discovery
Client Overview
MountainWatch Travel specialises in organising worldwide ski and snowboard holidays across destinations like Japan, New Zealand, Canada, and the USA. With a dedicated team that possesses expert knowledge of various ski resorts, on-ground staff, and a local office in popular regions, MountainWatch Travel differentiates itself with a unique, in-resort experience for its clients.
The Problem
Core Challenges
Overcoming Lead Generation and Cost Efficiency Hurdles in Ads
Before collaborating with us, MountainWatch Travel had already been running digital ad campaigns. However, they faced challenges in maximising lead generation while keeping costs efficient. Additionally, they required a strategic scaling plan for both Google and Meta (Facebook) ads to enhance their reach in the targeted regions, improve engagement, and increase conversions. Key challenges included:
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Driving Qualified Leads
MountainWatch Travel needed to generate high-quality leads while maintaining a controlled cost per lead. The challenge was to balance scaling campaigns and reaching new audiences without overshooting the budget. Attracting engaged users who were likely to convert required refined targeting and compelling ad creatives.
Optimising Ad Spend
Effectively allocating budgets across Google and Meta platforms was crucial to generating revenue. The company faced difficulties in prioritising high-performing campaigns and ensuring resources were spent on ads that delivered the best ROI. Scaling efforts required constant budget analysis and adjustments.
Improving Audience Targeting and Engagement
To maximise conversions, the brand needed better audience segmentation and compelling ad creatives. Reaching the right users at the right time required refining targeting strategies and testing ad variations.
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Accurate Tracking and Reporting
Accurate tracking of ad performance and lead conversions was crucial for evaluating ROAS and campaign success. Without clear insights, identifying effective strategies and areas for improvement was challenging. A robust reporting framework was needed for precise performance analysis.
Strategy
Our Approach
Effective Ad Scaling and Optimisation for High-Quality Results
Our tailored strategy focused on scaling campaigns efficiently while optimizing ad performance across Google and Meta platforms. By combining advanced audience targeting, data-driven keyword strategies, and dynamic budget management, we ensured consistent growth in engagement and conversions. Regular analysis and refinements helped maximize ROI and maintain cost efficiency.
Keyword
Targeted Keyword Strategy
We conducted in-depth keyword research to focus on high-intent, location-specific terms like “Japan ski holidays” and “Hakuba ski deals.” By prioritising these keywords, we ensured ads reached travellers actively searching for ski destinations, leading to more qualified traffic. Weekly performance reviews allowed us to continually refine keywords, maximising CTR and conversion rates.
Advanced Targeting
Audience Segmentation
On Meta, we used advanced audience segmentation, targeting skiing and winter holiday enthusiasts, creating lookalike audiences, and focusing on key geographic areas. This approach helped us efficiently reach potential customers with relevant messaging, enhancing lead quality and lowering cost per lead.
Conversion Optimisation
Conversion Rate Optimisation (CRO)
To increase conversion rates, we ensured a seamless experience from ad clicks to a landing page, aligning ad messaging with landing page content. A/B testing and mobile optimisation further improved engagement, leading to higher conversions by providing a user-friendly and relevant journey.
Data Insights
Continuous Data Analysis
Weekly reviews and monthly reporting provided ongoing insights, allowing us to fine-tune strategies based on metrics like CTR, CPC, and conversion rate. Our data-driven approach kept the campaigns agile and responsive, helping us meet or exceed KPIs consistently.
Insights
Outcomes
MountainWatch Travel improved the efficiency and performance of its digital marketing by tightening targeting, improving tracking, and optimising spend across campaigns. With clearer data and more focused execution, the team was able to generate higher-quality leads while maintaining control over acquisition costs.
Before
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Limited visibility into campaign performance
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Broad targeting reducing lead quality
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Inefficient use of advertising budget
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Manual optimisation across campaigns
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Inconsistent tracking across channels
After
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Clear visibility into campaign and lead performance
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More qualified leads from refined targeting
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Improved efficiency across paid media spend
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Automated optimisation improving consistency
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Reliable reporting supporting ongoing improvements
Key Takeaways
Lessons and Insights
Effective paid media performance relies on more than just increasing spend. By improving targeting, tracking, and optimisation processes, MountainWatch Travel was able to focus investment where it delivered the strongest results. Accurate data and continual testing played a key role in driving better outcomes without unnecessary budget increases.
Enablement
Future Outlook
With a strong paid media foundation now in place, MountainWatch Travel is well positioned to scale campaigns while maintaining efficiency. Improved tracking and optimisation enable the business to adapt quickly to seasonal demand and shifting market conditions.
As the brand continues to grow, this approach supports consistent lead generation, smarter budget allocation, and ongoing performance improvements without adding operational complexity.
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