FlyFair sells international and domestic tour packages, flight reservations, visa assistance and corporate travel. Search traffic was healthy, but the account was competing head-on with MakeMyTrip and Yatra on the same generic keywords, and there was no clear line from a click to an actual quote request.
Quote requests
Return on ad spend
Cost per quote request
Package page conversion
FlyFair
Travel agency — flights, packages, visa
Bengaluru
4-month active management
Generic terms like “cheap flight booking” or “Singapore tour package” put FlyFair in a bidding war against OTAs with far bigger budgets, at a cost per click FlyFair couldn’t sustain. One account covered every destination and service with the same broad settings, so spend went where competition was fiercest rather than where FlyFair could actually win a booking. And enquiries arrived by WhatsApp and phone as often as by form — none of it tied back to the ad that started it.
of spend on broad, high
competition generic terms
account structure covering
every destination and service
WhatsApp or call enquiries
tracked to a source
Rebuilt the account around cost-per-quote, not clicks
Broke the single account into focused campaigns — Singapore/Malaysia/Thailand packages, visa assistance, corporate travel, flight-only bookings — each bidding only on terms relevant to that offer.
ROAS
Set up WhatsApp click tracking and call-tracking numbers alongside form conversions, so every quote request — however it arrived — could be tied back to the ad and keyword that drove it.
page conversion
Added negative keywords for job seekers, DIY bookers looking for self-service portals, and ultra-low-budget searches unlikely to convert into a paid package.
cost/quote
Sent each campaign to a page built for that destination or service, with pricing hints, itinerary highlights, and a one-step quote form — instead of the generic homepage.
quote requests
More quote requests per month vs. baseline
Return on ad spend, up from under 2x
Average cost per quote request, down from ₹710
Package page conversion after redesign
FlyFair couldn’t out-bid the big OTAs on generic search terms — so the account stopped trying to. Destination-specific campaigns caught travellers who already knew where they wanted to go, WhatsApp and call tracking finally showed which ads earned a real enquiry, and negative keywords stopped paying for searches that were never going to book.
That’s the model we build for every travel client: campaigns matched to the destination and service someone is actually searching for, tracked all the way to a quote request — not just a click.
That’s the model we build for every clinic client: a strong local presence backed by real reviews, paid campaigns matched to specific treatments, and every booking tracked from search to consultation — not just clicks and rankings.
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