DESTINATION CAMPAIGN
VENTURE THE KIMBERLEY
Achieved up to 20x ROAS and consistent tour sellouts through a high-performing Meta and Google ad strategy.
- Meta Advertising
- Google Advertising
- Campaign Management & Tracking
- Creative Optimisation
16x
ROAS IN PEAK SEASON
<$50
AVERAGE CPA
3+
years
PARTNERSHIP
CHALLENGE
Broome Whale Watching is one of Western Australia's most respected eco-cruise operators, offering unforgettable Snubfin Dolphin and Whale Watching tours off the coast of Broome, WA.
Broome Whale Watching 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 family-owned business wanted to consistently fill tours during the peak season while managing rising competition and fluctuating demand. But without a clear paid ad strategy, bookings weren’t reaching their potential.
Industry: Day Tours & Activities
Location: Broome, Western Australia
Services: Paid advertising, digital strategy, media management
Outcome: More direct bookings, better conversion rate
We started by auditing their existing campaigns and creative, identifying missed opportunities to highlight the brand’s unmatched value: over 1,600 five-star reviews, stunning video footage, and unique wildlife experiences.
From there, we rebuilt their Meta campaign structure, creating fresh ads that focused on ease of booking, premium experience, and traveller testimonials.
By restructuring the campaign and highlighting Broome Whale Watching’s standout value, we unlocked up to 20x ROAS—surpassing all previous results and setting a new performance benchmark.
We introduced our bookings365 strategy—dynamically allocating spend between Meta and Google based on return, ensuring maximum efficiency across both channels.
OUR APPROACH
RESULTS
With a clearer value proposition and refreshed creative, Broome Whale Watching saw a dramatic uplift in performance—scaling from break-even results to a 16x return on ad spend across Meta and Google by May 2025.
Daily bookings became more predictable, enabling the business to plan ahead, invest in a new vessel, and confidently expand into private tour offerings. Their marketing is now a dependable growth engine, fuelling not just seasonal success but long-term momentum.
"Over the past three years, Big Head Digital has become an invaluable partner for our business.
From our first Facebook and Google ad campaigns, we've been continually impressed by their deep understanding of our goals and the unique challenges of the tourism sector.
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."
Valerie Birch
