Google Ads campaign management for travel agency AfroNine Tour

The challenge

AfroNine Tour, a travel agency dedicated to creating extraordinary experiences in Africa, approached us to enhance its digital presence and attract a specific audience. The goal was twofold:

In response to this challenge, we developed a customized Google Ads strategy for AfroNine to intercept a high-level target audience and convert online interactions into real opportunities.

The solution: a Google Ads strategy custom-designed for the travel agency

The strategy was based on precise assets:

Combination of campaigns to maximize visibility and leads

Thematic Research Network Campaigns

focused on specific keywords related to popular African destinations, exclusive safaris and adventure travel.

Performance Max Campaign

used to cover multiple channels, including YouTube and Google Maps, increasing both local and non-local presence.

Detailed segmentation of the target audience

Through in-depth audience analysis, we created highly targeted segments based on interests and behaviors.

This approach has enabled us to achieve:

High-profile travelers seeking exclusive experiences
Families and groups interested in customized itineraries
Adventure and nature enthusiasts looking for safaris and tours to remote destinations

Creative research and content development for campaigns

We conducted extensive research to select quality images of African destinations and developed strategic videos designed to increase the effectiveness of campaigns on the Display network and YouTube.

Advanced monitoring of user interactions

We implemented an advanced tracking system with Google Tag Manager and Google Analytics, tracking all relevant user actions, both on the website and the Business Profile.

This allowed us to constantly monitor the submission of inquiry forms and calls generated by the campaigns, optimizing performance in real time.

The results of Google Ads campaigns for travel agency AfroNine

Now, those who wish to plan a unique trip to Africa can discover AfroNine more easily.

December 2022 to December 2024

impressions

+ 0

lead

+ 0

CTR

0 %

Brand Searches

0 %

Wide coverage: in the period December 2022-December 2024, we showed the ads more than 4 million times, ensuring wide coverage for a catchment area that considers all of Italy.
Collection of diverse leads: over the past 2 years, we have generated a significant number of leads, representative of different user profiles interested in exploring the wonders of Africa.Among the 1,062 leads acquired, three main categories stand out:

Leads from contact forms: users who have filled out forms on the website to request information.
Leads from calls: obtained through an advanced tracking system that directly links advertising campaigns to phone inquiries.
Lead from messages: leveraging an innovative feature, users can initiate direct conversations on WhatsApp with AfroNine via Google ads, ensuring quick and efficient first contact.

Increased brand awareness and industry leadership: considering a longer period, however, awareness of AfroNine has increased significantly, with +136% growth in brand-related searches recorded between January 2021 and January 2024.
Query/ad relevance: campaigns on the search network during the period under consideration December 2022 – December 2024 recorded a CTR (click-to-impression ratio) of 14.75% for search network campaigns. A result that reflects the high quality and relevance of ads in relation to user queries.

Wide coverage: in the period December 2022-December 2024, we showed the ads more than 4 million times, ensuring wide coverage for a catchment area that considers all of Italy.
Collection of diverse leads: over the past 2 years, we have generated a significant number of leads, representative of different user profiles interested in exploring the wonders of Africa.Among the 1,062 leads acquired, three main categories stand out:

Leads from contact forms: users who have filled out forms on the website to request information.
Leads from calls: obtained through an advanced tracking system that directly links advertising campaigns to phone inquiries.
Lead from messages: leveraging an innovative feature, users can initiate direct conversations on WhatsApp with AfroNine via Google ads, ensuring quick and efficient first contact.

Increased brand awareness and industry leadership: considering a longer period, however, awareness of AfroNine has increased significantly, with +136% growth in brand-related searches recorded between January 2021 and January 2024.

Query/ad relevance: campaigns on the search network during the period considered December 2022 – December 2024 recorded a CTR (click-to-impression ratio) of 14.75% for search network campaigns. A result that reflects the high quality and relevance of ads in relation to user queries.

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