Let It Ride Sydney

When cheaper leads weren't the same as better leads, we found the channel mix that actually converts — a private transfer service specialising in cruise and airport transfers for groups.

Category: Day Tours · Services: Google Advertising, Meta Advertising, Custom Landing Page, Lead Routing

The challenge

This private transfer operator was getting leads through Google, but not enough of the right ones — and in a competitive, price-sensitive niche, lead quality matters more than lead volume. With two distinct traveller types to serve — cruise passengers and larger airport transfer groups — the challenge was building a lead engine that could serve both without diluting quality for either.

Our solution

Big Head Digital tested Meta ads alongside the existing Google campaigns, and while Meta produced a lower cost per lead, quality didn't hold up over time — so we shifted focus back to Google, refined for both cruise and airport transfer enquiries. A custom landing page was built to route each enquiry type correctly, helping the client convert faster and more consistently once leads came through.

Strategy

  1. Test channels on quality, not just cost — Meta delivered cheaper leads initially, but Google proved the stronger long-term channel once lead quality was weighed against cost.
  2. Serve two traveller types, not one — A two-pronged approach was built to capture both cruise transfer and larger-group airport transfer enquiries, rather than treating them as a single audience.
  3. Route leads with a custom landing page — A dedicated landing page was built to direct each enquiry down the right path, making it easier for the client to respond to and convert leads quickly.
  4. Flex with the season — As a seasonal business, campaigns can pause and restart with minimal disruption, keeping spend aligned to when demand is actually there.

Results