How to turn a fragmented system of 150+ Google Ads accounts into a profitable, scalable customer acquisition channel.
World Discovery manages more than 150 travel brands and websites, ranging from hiking tours to luxury yacht holidays. When we took over the project in January 2025, Google Search advertising was fragmented across more than 150 accounts, with no consistent structure, reliable conversion tracking or clear oversight of profitability.
As a result, Google Search played only a marginal role at the time. Our task was to change that and turn the campaigns into a profitable customer acquisition system. We focused exclusively on keywords for which World Discovery did not have strong organic rankings.
The nature of the travel industry made the challenge even greater: high CPCs in the US, UK, Australian and Canadian markets, complex purchase journeys that can last several months, and a large volume of informational searches with no real purchase intent.
2,78
POAS
7,35
ROAS
926
Conversions
2026
Winner at the European Search Awards in the Best Use of Search – Travel / Leisure (PPC): Small category
Kokos
approach
A complete structural overhaul, a hybrid attribution model and precision rather than blind reliance on automation.
We reorganised more than 150 fragmented accounts into 13 accounts by product category and defined a profitability threshold for each. We built campaigns exclusively around highly relevant exact match keywords, systematically filtering out informational searches with negative keywords.
Measurement was a key part of the project. Due to duplicate conversions and long purchase journeys, Google Ads data did not match actual bookings. The client therefore developed a hybrid attribution system that linked adjusted Google Ads conversions with actual booking data in the CRM.
We compared data from both systems weekly and used it to guide optimisation and scaling decisions. As individual campaigns did not generate a sufficiently stable volume of conversions for effective automated optimisation, we used Maximise Clicks instead of tCPA and tROAS, allocating budget based on verified business results.We tested different keyword match types, Performance Max campaigns and the automated Maximise Conversions strategy. By far the most effective approach, however, was to push Search impression share towards its maximum. This allowed us to show ads for virtually every relevant search and further improve campaign performance. We also added remarketing to account for longer purchase journeys.
collaboration
results
926 conversions, a ROAS of 7.35 and a POAS of 2.78
Before we started working together, the client spent approximately €2,500–€5,000 per month on Google Ads. Once we had established a profitable system, we increased average monthly media spend to more than €15,000 — more than triple even the upper end of the previous monthly budget.
Between January 2025 and January 2026, we generated 926 conversions from €182,530 in media spend, at an average CPA of €196.98 — significantly below the average break-even CPA of €260. We therefore increased the budget severalfold without sacrificing profitability.
The campaign achieved a POAS of 2.78 and a ROAS of 7.35, with profitability remaining a prerequisite for scaling throughout.
We transformed Google Search from a marginal channel into one of the key and most profitable customer acquisition channels for the majority of the travel brands.
In 2026, the project won at the European Search Awards in the Best Use of Search – Travel / Leisure (PPC): Small category, providing international recognition of the effectiveness of our approach.
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