Broome Whale Watching
Achieved up to 20x ROAS and consistent tour sellouts through a high-performing Meta and Google ad strategy.
Category: Day Tours · Services: Meta Advertising, Google Advertising, Campaign Management & Tracking, Creative Optimisation
Results at a glance
Big Head Digital’s Meta advertising and Google Ads strategy for Broome Whale Watching delivered 16x peak-season ROAS. Historical average CPA was under $50 during the 3+ year partnership; the operator’s 1,600+ five-star reviews provide customer context, not an agency-generated result.
- Peak-season ROAS: 16x
- Historical average CPA: Under $50
- Partnership: 3+ years
- Customer context: 1,600+ five-star reviews
The challenge
Broome Whale Watching is one of Western Australia's most respected eco-cruise operators, offering unforgettable marine wildlife tours off the coast of Broome. They had been running their own Meta and Google ads in-house, but with limited time and resources, the results weren't reflecting the true strength of their product. The business wanted to consistently fill tours during peak season while managing rising competition and fluctuating demand. But without a clear paid ad strategy, bookings weren't reaching their potential.
Our solution
We started by auditing their existing campaigns and creative, identifying missed opportunities to highlight the brand's unmatched value: thousands of five-star reviews, stunning video footage, and unique wildlife experiences. We rebuilt their Meta campaign structure, creating fresh ads focused on ease of booking, premium experience, and traveller testimonials. We introduced our bookings365 strategy — dynamically allocating spend between Meta and Google based on return, ensuring maximum efficiency across both channels.
Strategy
- Campaign Audit & Restructure — Audited existing campaigns and creative, identifying missed opportunities to highlight the brand's unmatched value: thousands of five-star reviews, stunning footage, and unique wildlife experiences.
- Fresh Creative & Messaging — Rebuilt Meta campaign structure with fresh ads focused on ease of booking, premium experience, and real traveller testimonials.
- bookings365 Strategy — Introduced our bookings365 strategy — dynamically allocating spend between Meta and Google based on return, ensuring maximum efficiency across both channels.
- Performance Scaling — By restructuring campaigns and highlighting standout value, unlocked up to 20x ROAS — surpassing all previous results and setting a new performance benchmark.
Results
- Big Head Digital’s Meta advertising and Google Ads strategy for Broome Whale Watching delivered 16x peak-season ROAS. Historical average CPA was under $50 during the 3+ year partnership; the operator’s 1,600+ five-star reviews provide customer context, not an agency-generated result.
- Delivered a strong return on ad spend at peak season
- Average cost per acquisition well below the client's benchmark
- Daily bookings became more predictable
- Strong performance supported reinvestment back into the business
- Expanded into new premium tour offerings
"Over the past three years, Big Head Digital has become an invaluable partner for our business. Their hands-on, personalised service made all the difference, and we've seen a fantastic return on investment through increased tour sales. Their ability to pivot quickly and effectively with campaigns whenever we needed it has been crucial to our success. We highly recommend them to anyone looking to grow their business with a team that truly cares." — Owner, Broome Whale Watching
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