Targeting: We precisely targeted potential tourists and locals interested in wine and travel, utilizing geographic targeting for key Australian wine regions and broader national reach. Audience targeting included those in-market for travel, luxury experiences, and specific travel interests.

Keyword Strategy: Extensive keyword research identified high-intent search terms related to wine tours, tastings, and regional travel. We employed a mix of exact, phrase, and broad match modifier keywords, alongside a robust negative keyword list to filter out irrelevant searches (e.g., “wine making supplies”).

Ad Copy & Extensions: Ad copy was crafted to be highly persuasive, emphasizing the unique experiences offered by Rick’s Wine Tours, such as “Luxury Wine Tours,” “Expert Guides,” and “Unforgettable Experiences.” We utilized various ad extensions (sitelinks, callouts, structured snippets, call extensions) to provide more information and improve ad visibility.

Bidding Strategy: We primarily utilized conversion-focused automated bidding strategies like “Maximize Conversions” or “Target CPA,” allowing Google’s AI to optimize for the highest number of leads within the defined budget, aiming for the most efficient cost per acquisition.

Landing Page Optimization: We ensured that ad clicks led to highly relevant and engaging landing pages on the Rick’s Wine Tours website. These pages were optimized for lead capture with clear tour details, appealing imagery, and prominent inquiry forms or booking options.

Conversion Tracking: Meticulous Google Ads conversion tracking was set up to track form submissions, phone calls, and other key lead actions accurately. This provided the essential data needed for campaign optimization and performance measurement.

Optimization Process: Ongoing monitoring and analysis of campaign performance allowed for continuous optimization. This included adjusting bids, refining keyword lists, testing new ad variations, and allocating budget to the most effective campaigns and ad groups.