Daytrip: +17% Conversion Value With Search Ads 360
Travel-tech platform Daytrip needed to get more out of its search campaigns. Deploying Search Ads 360 on top of Google Ads delivered +17% conversion value and +15% ROAS.
Conversion value
ROAS
Client: Daytrip
Daytrip is a global travel-tech platform offering city-to-city transfers with private drivers and the option of sightseeing stops along the way. It operates in dozens of countries worldwide and acquires customers primarily through paid search.
The challenge: more performance from Brand and Non-Brand
Daytrip needed to increase the efficiency and scaling of its search campaigns, across both Brand and Non-Brand campaigns. The standard capabilities of Google Ads were no longer enough for the campaigns to use the full potential of the data the client had available.
Our approach: SA360 as a premium layer on top of Google Ads
We deployed Search Ads 360 (SA360) as a premium layer on top of Google Ads and made use of its advanced capabilities:
- Cross-channel measurement via Floodlight: More detailed, real-time tracking of user behavior.
- Combining Floodlight and Google Ads conversion goals: More accurate conversion attribution.
- SA360 bidding strategies: Cross-platform optimization and cross-learning across accounts and campaigns.
- Templates (Inventory Management): Automated campaign creation from product feeds.
The higher efficiency showed in both Brand and Non-Brand campaigns. More accurate data and smarter bidding mean every invested unit of budget works harder.
Conclusion
SA360 is not just “another tool”. When the client has quality data and sufficient campaign volume, it works as a performance multiplier: for Daytrip it delivered a 17% higher conversion value and a 15% higher ROAS.
Considering SA360?
We will help you decide when the premium layer on top of Google Ads pays off and how to get the most out of it. Get in touch.
