14x revenue surge by turning search data into performance insights
Our strategy
We love it when brands think big. Enter Hertz Iceland with an ambitious goal: achieve 80% online revenue growth in 2023. While post-Covid tourism was rebounding, a looming seasonal dip posed a significant challenge. Additionally, maintaining profitability was critical, with a target cost ratio of 15% and an expectation for Google Ads to drive 20% of total online revenues.
To meet these targets, we embarked on a comprehensive Google Ads restructuring. Our strategy focused on targeting travel enthusiasts aged 18-35 using a two-fold geo-targeting approach. First, we honed in on key international markets like the US and UK. Second, we targeted tourists already in Iceland, capturing high-intent search traffic.
Leveraging historical tourism data, we pinpointed lucrative opportunities and structured the campaign around three core pillars:
- Autos: Focused on high-performing rental categories.
- SKAGS: Single Keyword Ad Groups for precision targeting.
- Theme: Creative campaigns highlighting Iceland’s unique attractions and experiences.
Our results
Our data-driven approach yielded outstanding results:
- +140% revenue increase, far surpassing the original growth target.
- 5.14% cost ratio, dropping from a previous 27%—a record low.
- 441% revenue increase in Q1 2023, with a 12.1% cost ratio for non-branded terms (more competitive) and 2.1% for branded terms.
- 22.34% of total online revenue came from Google Ads, exceeding the 20% target.
Exceeding Expectations
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