▌How We Built an Integrated Meta and Google Ads Strategy to Promote Fixed-Departure Tours
From July 16 to October 13, 2026, Meta Ads campaigns for a travel agency in western Romania generated 196 outbound calls, 36 leads, and 4,556 landing page views. The strategy combined the promotion of offers, traffic campaigns, and messaging tailored to seat availability and departure dates.
A marketing strategy for a travel agency in western Romania: rapidly changing offers, limited availability, constantly updated content, and different objectives for each stage of the decision-making process.
196 calls | 36 leads | 4,556 landing page visits
Meta Ads Results for July 16 – October 13, 2026. The figures are reported by the platform and do not represent confirmed reservations.
▌The Challenge: A trip can’t be promoted indefinitely
The tours organized by the agency have specific departure dates, a limited number of spots, and different decision windows. A one-day tour may require intensive promotion close to the departure date, while a multi-day tour requires earlier exposure. Once a program is fully booked, advertisements must be stopped or replaced promptly. Thus, campaign management becomes an ongoing operational process, not a one-time setup.
▌Before the commercials: Understanding the business model
We began by discussing the trip schedule, destinations, registration periods, seat availability, the target audience, and how the team handles requests. We tailored the strategy to a limited geographic market: Timișoara and the surrounding area. The goal was not to generate national traffic, but to generate meaningful demand for the agency’s actual trips.
▌Strategy: Different campaigns that work together
All five campaigns featured video content—tours of the project, the green space, and real people showcasing the apartments. The call-to-action and form-submission campaigns were primarily designed to generate direct inquiries. The traffic campaigns supported the discovery of offers, while the engagement and brand campaigns kept the agency visible and familiar to the local audience. We also tested the “Purchase” objective, but for this type of tourism, bookings can be finalized off-site following discussions and confirmations. Therefore, the number of purchases attributed to the platform is not the key indicator of success.
We combined banners for day trips, “last-minute” deals with price and urgency, materials for multi-day stays, and videos. Each ad was updated based on availability, departure date, and audience response.
▌Meta Ads Results: July 16 – October 13, 2026
The lead generation campaign received ~64% of the budget and generated all 119 leads; the remaining ~36% built the audience that converted.
Note: Campaigns have different objectives and metrics; the results are not combined into a single conversion metric. The 6 attributed acquisitions do not represent all of the agency’s bookings.
▌Google Ads: We also capture active search intent
In addition to Meta, Google Search and Performance Max campaigns helped capture demand when users were actively searching for trips. The provided data shows 55,774 impressions, 8,714 clicks, and an average CPC of 1.00 lei at the account level for the time period selected in the interface (September 12, 2016 – October 13, 2026). Since the displayed period is much longer than the one in the Meta export, these values are not presented as results from the same three-month period and are not directly compared.
In the Google screenshot, the Search network accounts for 5,648 clicks at an average CPC of 1.17 lei, while Performance Max accounts for 3,066 clicks at an average CPC of 0.68 lei. These figures are from the period shown in the screenshot, not necessarily exclusively from recent travel campaigns.
Google Ads screenshot, anonymized. The selected time range differs from that of the Meta report.
▌What Made the Difference
The pace of optimization followed the pace of the business: we launched longer trips well in advance, stepped up communication for upcoming departures, updated our offers when seats ran out, and kept brand campaigns active between sales peaks. Visual materials were not treated as mere decorations, but as tools to quickly convey the destination, price, date, and reason why it’s worth booking now.
▌Beyond Platform Metrics
A call does not automatically constitute a reservation. To conduct a comprehensive assessment, we work with the agency to determine how many inquiries are relevant, which tours are being booked, when spots sell out, and what messages encourage people to sign up. This feedback allows us to adjust budgets and campaigns based on available seats, not just cost per click.
▌Conclusion
In self-guided tourism, success depends on the synchronization of the departure schedule, availability, content, media buying, and the team handling reservations. An integrated Meta + Google strategy can drive traffic, calls, and leads, but its true value is realized when each campaign promotes the right offer to the right audience at the right time.
re7 Consulting | We use AI. We think like humans.
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La re7consulting construim strategii Meta și Google Ads adaptate obiectivelor agenției tale de turism. Promovăm ofertele potrivite, atragem trafic relevant și generăm solicitări pentru excursiile disponibile. Nu urmărim doar clickuri, ci oportunități reale de rezervare.
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