Summary

To improve engagement for a Travel & Tourism client, our team tested a segmented Google Ads campaign structure, breaking away from industry norms of consolidation, to deliver precise, geo-targeted messaging. 

The Strategy

While Google generally recommends consolidating campaigns and ad groups to the benefit of automation (such as the Hagakure method), we recognized an opportunity to improve results through strategic segmentation. Previously, the account grouped major markets like Los Angeles and Chicago into consolidated campaigns and combined similar ad/keyword themes like Hotels or Resorts, or breakfast and brunch. 

Our test restructured the account to have separate campaigns for each priority market, as well as further segmenting ad groups into tighter themes. This granular approach allowed us to:

• Deliver geo-relevant messaging tailored to seasonal travel motivations (e.g. “Escape Chicago winters with sunshine in Scottsdale”)
• Implement Dynamic location-based ad customizers, which personalized headlines based on the searcher’s city (e.g. “Quick trip from Pasadena”)
• Precisely align ad group themes (luxury, golf, outdoor activities) to match specific traveler interests in each targeted market
• Adjust budget and bids according to the seasonal trends of each location

Through this segmentation, we gained a clearer understanding of which cities were driving conversions, what messaging resonated best, and how to effectively allocate future media budgets. 

The Bottom Line

The segmented campaign structure generated measurable improvements, including an +11% increase in CTR, a +20% increase in Avg. Engagement Duration and +241% increase in Search Impression Share.  Maps and Visitor guide downloads rose +4,762 YoY, indicating improved travel interest.  This test demonstrated that, despite industry trends towards consolidation, strategic segmentation can significantly outperform broader targeting, particularly in motivating travelers to take action.