01
Segmented campaigns per tour
Broke the catch all into campaigns per tour and topic, managed dynamically around seasonality, audience intent, and price. The account now follows how people actually book the Red Centre.
Emu Run Experience
Alice Springs tour operator since 2001. Uluru, Kings Canyon, the Red Centre, rebuilt around the tours.
1.42x→3.94x
$133,864 revenue from $33,975 spend, revenue up 2.7x year over year
Tourism and Tours
engine
Active managementJul 2025 to Jun 2026ROAS
1.42x→3.94x
Revenue
$49,288→$133,864
Ad spend
$34,689→$33,975
ROASJul 2025 to Jun 2026
Current3.94x
The setup
An award winning Alice Springs tour company running the Red Centre since 2001. Uluru, Kata Tjuta, Kings Canyon, the West MacDonnells.
One catch all campaign trying to sell every tour at once. No negatives, no per tour structure, no active management.
Broken tracking on top, so nobody could even see the wastage.
What it looked like
1 / 3
The strategic call
One campaign cannot sell twenty tours. Rebuild around each tour, follow the season, and the same budget starts working.
The execution
02
Implemented proper tracking
Put real conversion tracking in place so bookings, not clicks, drove the account. The first honest numbers this account ever had.
03
Improved the landing pages
Sharpened the tour pages so paid traffic landed on pages built to convert, not just inform. Higher intent in, more bookings out.
Channels
Google Ads
Stack
GA4Looker StudioGoogle Tag ManagerFrank
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