Running a tour or experience-based business is exhilarating—you get to create unforgettable memories for your customers. But let’s be real, no matter how incredible your offering is, if people can’t find you online, they won’t book. That’s where PPC (Pay-Per-Click) marketing steps in.
At HOC-Digital, we specialise in helping businesses like yours turn clicks into paying customers. Whether you run guided tours, adventure experiences, or cultural activities, a well-crafted PPC strategy can put your business in front of travellers and locals actively searching for their next experience.
Why PPC is a Game-Changer for Tour Operators
Word-of-mouth and organic search are great, but they only take you so far. With PPC, you’re not waiting for people to stumble across your business—you’re getting in front of them at the exact moment they’re looking to book.
Here’s what PPC can do for you:
✔ Get instant visibility at the top of Google search results.
✔ Target travellers searching for experiences in your location.
✔ Retarget past website visitors and convert them into bookings.
✔ Maximise bookings in peak seasons and drive demand in slow periods.
Our streamlined PPC campaign management ensures your tour operators get the best return on every booking ad.
Best PPC Platforms for Tour & Experience-Based Businesses
Not all PPC platforms are created equal. Let’s look at the best options for your business:
Google Ads
- Perfect for targeting high-intent searchers (e.g., “best wine tour in Edinburgh”).
- Works well with location-based targeting.
- Smart bidding strategies help optimise your budget.
Facebook & Instagram Ads
- Meta Ads are great for building brand awareness and showcasing visually appealing experiences.
- Works well for impulse bookings, especially with enticing imagery and videos.
- Excellent for retargeting website visitors who didn’t book the first time.
TikTok Ads
- Ideal for targeting younger travellers and adventure seekers.
- Short-form video ads can create viral engagement.
- Best suited for businesses offering visually exciting or unique experiences.
How to Build a PPC Campaign That Drives Bookings
1. Nail Your Keyword Strategy
The right keywords ensure your ads show up for the right searches. Focus on high-intent terms such as: ✔ “Book [your experience] in [your city]” ✔ “Best tours in [destination]” ✔ “Top-rated [experience] near me”
Avoid broad, expensive keywords like “travel” or “fun activities” that will drain your budget without delivering bookings.
2. Create Landing Pages That Convert
Sending paid traffic to your homepage? That’s a wasted opportunity. Instead, build dedicated landing pages with: ✔ A clear headline showcasing what makes your experience unique. ✔ Stunning visuals and videos to entice potential customers. ✔ Easy-to-find pricing and availability. ✔ A strong call-to-action (e.g., “Book Now” or “Check Availability”). ✔ Customer reviews and testimonials for added trust.
3. Use Retargeting to Capture Missed Opportunities
Not everyone books on their first visit. Retargeting ads remind past visitors about your offering and give them a reason to come back. Offer limited-time discounts, showcase positive reviews, or highlight exclusive experiences to encourage conversions.
4. Optimise Your Ads for Mobile
Most people search and book experiences on their phones. Make sure your landing pages and booking system are mobile-friendly, fast-loading, and easy to navigate.
Avoid These PPC Mistakes That Waste Your Budget
🚨 Bidding on Generic Keywords: Be specific. “Sunset sailing tour in Brighton” is better than “boat trip.” 🚨 Ignoring Negative Keywords: Exclude terms like “free,” “jobs,” or unrelated destinations to avoid wasted ad spend. 🚨 Forgetting to Track Conversions: If you’re not measuring what’s working, you’re flying blind. Use Google Analytics and Facebook Pixel to track bookings and optimise your campaigns.
