The Starting Point
A Moroccan travel agency was spending $3,000/month on Google Ads but only generating $4,500 in revenue — a 1.5x ROAS. They were breaking even after accounting for operational costs.
Goal: Achieve 4x ROAS ($12,000 revenue on $3,000 spend) within 4 months.
Phase 1: Audit & Restructure (Week 1-2)
Campaign Structure Problems Found:
- Single campaign targeting all Morocco tours (too broad)
- No ad group segmentation by intent
- Missing negative keywords (wasting 30% of budget on irrelevant clicks)
- Landing pages not aligned with ad copy
New Structure:
Account
├── Campaign: Morocco Desert Tours (High Intent)
│ ├── AG: Sahara Desert Tours
│ ├── AG: Merzouga Tours
│ └── AG: Zagora Tours
├── Campaign: Morocco City Tours (High Intent)
│ ├── AG: Marrakech Tours
│ ├── AG: Fes Tours
│ └── AG: Chefchaouen Tours
├── Campaign: Morocco Travel (Awareness)
│ ├── AG: Morocco Travel Guide
│ └── AG: Best Time to Visit
└── Campaign: Remarketing
├── AG: Cart Abandoners
└── AG: Site Visitors (30 days)Phase 2: Keyword & Ad Optimization (Week 2-4)
Keyword Strategy:
High-intent (70% of budget):
- "sahara desert tour from marrakech" — Exact match
- "merzouga 2 day tour" — Exact match
- "morocco desert trip price" — Phrase match
Medium-intent (20% of budget):
- "best morocco tours" — Phrase match
- "morocco travel packages" — Phrase match
Low-intent/awareness (10% of budget):
- "things to do in morocco" — Broad match (with strict negatives)
Negative Keywords Added:
-free, cheap, budget, backpacker, hostel,
-youtube, reddit, wiki, -jobs, -salary,
-near me, -today, -tonightThis alone cut wasted spend by 35%.
Ad Copy A/B Testing:
Version A (Emotional):
Experience the Magic of Sahara
Sleep Under a Billion Stars. Camel Rides, Desert Camps, Sunset Dunes.
Book Your Adventure — Limited Spots Available.
Version B (Practical):
Sahara Desert Tours from $89/person
2-Day Marrakech to Merzouga. Includes Transport, Meals, Desert Camp.
Rated 4.9/5 by 2,400+ Travelers.
Winner: Version B (32% higher CTR, 18% higher conversion rate)
Phase 3: Landing Page Optimization (Week 3-5)
Before:
- Generic homepage as landing page
- No clear CTA above the fold
- 15-second load time
- No social proof
After:
- Dedicated landing page per campaign
- Hero section with price, rating, and "Book Now" CTA
- Load time under 2 seconds
- Reviews, photos, and trust badges above the fold
- Exit-intent popup with 10% discount
Landing Page Results:
- Bounce rate: 72% → 38%
- Time on page: 0:45 → 2:12
- Conversion rate: 2.1% → 5.8%
Phase 4: Bidding & Scaling (Week 5-12)
Bidding Strategy Evolution:
1. Week 1-4: Manual CPC (learning phase)
2. Week 5-8: Target CPA bidding (after 30+ conversions)
3. Week 9-12: Target ROAS bidding (after 50+ conversions)
Scaling Tactics:
- Increased budget 20% every 2 weeks on winning campaigns
- Expanded to broader match types with proven keywords
- Added Google Display remarketing (1% of budget, 8x ROAS)
- Launched YouTube ads targeting Morocco travel content
Final Results
Budget Allocation
- Search Ads (High Intent): 55% → $2,475/month → $11,000 revenue
- Search Ads (Awareness): 15% → $675/month → $1,350 revenue
- Remarketing: 5% → $225/month → $1,800 revenue
- YouTube Ads: 25% → $1,125/month → $3,850 revenue
Key Principles
1. Segment by intent, not by product — A "desert tour" search and a "morocco travel" search have completely different conversion probabilities.
2. Landing pages matter more than ads — The landing page redesign contributed 40% of the total improvement.
3. Negative keywords are your best friend — Cutting waste is often more profitable than increasing spend.
4. Let data drive bidding — Manual CPC for learning, automated bidding for scaling.
5. Remarketing is the highest-ROI channel — 5% of budget generating 10% of revenue.
"Going from 1.5x to 4x ROAS didn't require a bigger budget — it required a smarter strategy. We now generate more revenue while spending only 50% more." — Travel Agency Marketing Director