Large Travel Operator
PPC Success Stories
Meta ROAS Surpassed 6x After Switching to Purchase-Based Optimisation
A large international travel operator partnered with PPC Geeks to realign Meta with real commercial outcomes. The account had previously been optimising toward lead generation rather than confirmed bookings. While form fills were increasing, revenue impact was unclear. Efficiency suffered as a result.
Meta activity had paused prior to handover, limiting recent performance signals. Conversion tracking did not reflect actual revenue events. The optimisation event itself was misaligned with business objectives.
PPC Geeks rebuilt the account around purchase-based conversions. By correcting bidding logic and redefining success, Meta was able to target higher-intent users. The shift delivered immediate and measurable improvement.
“Switching optimisation to purchases completely changed the quality of traffic we were receiving.”
~ Large Travel Operator
The Challenge
- Account optimised toward leads, not bookings
- Advertising had paused prior to takeover
- Conversion tracking did not reflect commercial outcomes
- Bid strategy did not prioritise downstream revenue
The Impact
In the first full month post-restructure, ROAS exceeded 6x. A spend of approximately £987.78 generated materially higher purchase value compared to the previous lead-led setup. Efficiency improved immediately once optimisation aligned with bookings.
The Outcome
Sustained purchase-based optimisation delivered stable revenue growth across international markets. Audience testing improved performance across UK, USA, NZ, and AUS territories. Meta became a commercially aligned revenue driver rather than a top-of-funnel lead generator.
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The Brief
The Brief:
The travel operator needed Meta to drive profitable bookings. Lead volume was not translating into clear commercial value. The account required structural reset. Conversion tracking needed correction. Optimisation had to reflect revenue, not enquiries.
The Challenge:
Incorrect optimisation event was suppressing performance. Meta’s algorithm lacked correct purchase signals. Restarting activity required careful learning management.
The Results
Short-Term Results:
In the first full month post-restructure, ROAS exceeded 6x. A spend of approximately £987.78 generated materially higher purchase value compared to the previous lead-led setup. Efficiency improved immediately once optimisation aligned with bookings.
6X
INCREASE IN ROAS
HIGHER PURCHASE VALUE
STABLE REVENUE GROWTH
AUDIENCE TESTING IMPROVED
Long-Term Results:
Sustained purchase-based optimisation delivered stable revenue growth across international markets. Audience testing improved performance across UK, USA, NZ, and AUS territories. Meta became a commercially aligned revenue driver rather than a top-of-funnel lead generator.
How We Did It
How We Did It:
Rebuilt campaigns around purchase-based conversion events
Corrected bid strategy to prioritise downstream revenue
Introduced structured audience testing with proper learning windows
Refreshed creatives monthly to align with live offers
Ensured consistent commercial signal feeding into Meta
What made the difference?
Defining the correct conversion event was the biggest lever. Purchase-based optimisation unlocked higher-intent targeting. Structured testing supported the longer travel consideration cycle.
About Large Travel Operator
This international travel brand operates across the UK, USA, New Zealand, and Australia. Meta supports a wider Google Ads acquisition strategy. Bookings are high-value and often involve longer decision cycles. Efficiency and attribution clarity are critical. Performance marketing must align directly with revenue outcomes.
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Quotes from
Large Travel Operator
“Switching optimisation to purchases completely changed the quality of traffic we were receiving.”
“The difference was immediate once the right conversion signals were in place.”
Quotes from
PPC Geeks
“Meta is only as strong as the signal you feed it. When optimisation aligns with real revenue, performance improves naturally.”
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