AMACO Travel
Finding a narrow professional audience within a wide field — and turning it into steady, cost-efficient leads for a specialist small-group tour operator.
Category: Multi-Day Tours · Services: Paid Social Targeting, Email Nurture, AI-Assisted Creative, Landing Page Optimisation
Results at a glance
Big Head Digital’s paid social lead generation for AMACO Travel reached a specific professional niche and delivered leads below the client’s internal cost benchmark. Email nurture and ongoing targeting refinement improved engagement and lead quality without publishing the confidential benchmark.
- Lead cost: Below client’s internal benchmark
- Nurture: Email sequence integrated
- Lead quality: Improved through targeting refinement
The challenge
The operator's ideal traveller sits within a specific professional niche — a small, defined subset of a much broader industry. Reaching that exact audience through paid social, without wasting spend on the wider field around it, meant targeting had to be deliberately narrow and continually refined rather than set once and left alone.
Our solution
Big Head Digital built and refined targeting to reach this specific professional audience, testing and adjusting over time to steadily improve lead quality. A full email nurture sequence was added into the client's existing database to convert leads long after the initial enquiry, while AI-assisted creative and landing pages kept campaigns fresh across a growing, multi-destination tour portfolio.
Strategy
- Find the narrow audience within the wide field — Targeting was built specifically to reach a defined professional subset, rather than the broader industry around it — and refined over time as results came in.
- Nurture the database, not just the enquiry — A full email nurture sequence was built into the client's existing database, extending the conversion window well beyond the initial lead.
- Keep creative production light and fast — AI-assisted video and landing pages kept campaigns fresh across a growing portfolio of destinations, without slowing down turnaround.
- Keep refining, keep improving — Lead quality has been dialled in progressively over time, with landing page and website optimisation next on the roadmap to lift end-to-end conversion further.
Results
- Big Head Digital’s paid social lead generation for AMACO Travel reached a specific professional niche and delivered leads below the client’s internal cost benchmark. Email nurture and ongoing targeting refinement improved engagement and lead quality without publishing the confidential benchmark.
- Delivered leads at a lower cost than the client's own internal lead benchmark
- Built a full email nurture sequence into the client's existing database, lifting engagement over time
- Steadily improved lead quality by continually refining targeting within a narrow professional audience
- Identified landing page and website optimisation as the next lever for improving direct conversion
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