Firstly, we audited the company’s account and used historical data to create a brand new strategy.
We started with creating two campaign groups: one for high-profit services like unique tours and another one for lower profit but high sales services like shuttles.
Then we developed a specific structure, managing to maintain traffic and sales for low-profit services while pushing high-profit services.
So, we tried to reuse what was working and built many new ads to experiment and increase results.
We also cleaned the account and reduced spending in areas that weren’t making any money — for example, some ad groups and several poor settings. It helped BusTravel Iceland save money and push the budget for the top services.
After restructuring the company’s account, saving money, experimenting with new creatives, and pushing high margin services, as we expected, the results were very satisfying.