No Roads Expeditions

Running parallel campaigns across two countries and a wide portfolio of expeditions — then doubling down fast on what actually converts. A multi-day trekking and expedition operator serving Australian and US audiences.

Category: Multi-Day Tours · Services: Google Advertising, Meta Advertising, Multi-Market Campaign Management, Organic Event Support

The challenge

This operator runs multi-day expeditions across a wide portfolio of international destinations, marketed to separate Australian and US audiences via two different websites. The challenge was building campaigns that routed each market to the right country site and expedition pages, without spreading budget too thin across a portfolio that couldn't all perform equally.

Our solution

Big Head Digital built separate Google and Meta campaign structures for the Australian and US markets, each correctly routed to the right country website and expedition landing pages. Across a broad portfolio of expeditions, we tested to find what converted best by market — and when performance on specific expeditions dropped, we moved quickly to pause spend there and refocus on the strongest performers. We also extended support into the client's organic-driven info session events, adding a low-cost lead channel alongside paid media.

Strategy

  1. Split by market, not just by campaign — Separate AU and US campaign structures ensured each audience landed on the correct country website and expedition page — no cross-market confusion.
  2. Test across the full portfolio — Campaigns ran across a wide range of expeditions to identify which destinations and markets converted best, rather than assuming one-size-fits-all.
  3. Reallocate fast when data says so — When performance softened on specific expeditions, spend was paused quickly and redirected to the strongest performers, keeping the budget working hard.
  4. Extend beyond paid media — Low-cost, organic-driven campaigns supported the client's info session events, complementing paid lead generation without extra spend.

Results