When a business sells Ibiza villas from €40,000 a week and Swiss ski chalets from CHF 120,000 per week, every single enquiry counts.
There is no room for wasted spend. No tolerance for broad-match keyword chaos. And absolutely no appetite for a Google Ads account that generates clicks but very few conversations.
This Luxury Travel Brand came to us with exactly that challenge - and 12 months later, May 2026 became the strongest month the account had ever seen.
Here's what we did, why it worked, and what it means for any business selling high-value services through Google Ads.
The Brand
This Luxury Travel Brand is a boutique luxury travel specialist with over 30 years of experience, curating bespoke holidays for discerning high-net-worth homeowners.
These are not package holidays. Their properties sleep up to 20 people and include private pools, dedicated concierge services, private chefs, and boat charters. Prices reflect that - with villas and chalets starting at around €40,000 per week and reaching up to €280,000 per week for their flagship properties.
The buyer is affluent, discerning, and not browsing impulsively. They are searching with intent - often months ahead of travel - and they expect a premium experience from the first Google result to the final booking confirmation.
The Strategy
1. Segment campaigns by destination from day one
Luxury travel is highly segmented. Someone searching for an exclusive pooltop 20-person villa in Ibiza is looking for different terms and property requirements than someone searching for an ultra-luxurious ski chalet with private saunas, steam rooms, and a concierge. We built and maintained separate campaigns for each destination, allowing us to control budget allocation by season, optimise bidding independently for each campaign, and serve highly relevant ad copy to each audience.
2. Target the right locations and cut the ones that don't convert
This Luxury Travel Brand's buyers are not exclusively British. A significant portion of enquiries comes from the US, and certain US locations consistently outperform others. We monitored location performance closely throughout the campaign, scaling spend into locations that converted and pulling back quickly from those that did not.
3. Build keyword lists from actual search term data
In a high-CPC, high-intent environment, keyword discipline is everything. Throughout the 12 months of working together, we consistently added converting search terms as new keywords, excluded non-converting terms from the search terms report, and expanded into new relevant terms as the data pointed the way.
The result was a progressively tighter, higher-quality keyword pool across every campaign - one that improved conversion rates while keeping cost-per-click under control.
4. Launch a brand search campaign to protect high-intent traffic
As part of our overall strategy, we created and launched a dedicated brand search campaign. At premium price points, protecting branded search is not optional. The cost of a competitor intercepting a brand-aware searcher who is 90% of the way to an enquiry is simply too high.
5. Layer audience signals to sharpen Google's targeting
All search campaigns ran on Max Conversions bidding with targeted audience overlays, built around in-market luxury travel and high-intent travel audiences. This helped Google's algorithm direct spend toward the most commercially relevant users in each target market - and the conversion data confirmed it was working.
The Results
We are now seeing the account deliver its strongest performance to date:
- Highest conversion volume ever recorded - more than double the volume from month one
- Lowest cost per conversion in 12 months - down significantly from the account's early months
- Significant increase in impressions and clicks - with spend remaining almost flat month-on-month
The account had been trending in the right direction throughout - this was not a spike, but the compounding result of consistent month-by-month improvement.
Why This Matters Even If You're Not in Luxury Travel
You might be wondering what a luxury travel company has to do with your home improvement business.
The answer is this: the principles are identical.
Whether you are selling bathrooms from £10,000 or a villa at €80,000 a week, the fundamentals of high-ticket Google Ads are the same:
- Segment campaigns by product or service so budget follows demand, not assumptions
- Control geography tightly and cut locations that spend without converting
- Build keyword lists from actual search term data, not guesswork
- Protect branded search once you have built any recognition
- Layer audience signals so Google's algorithm learns who actually buys from you
Home improvement businesses operate in a similarly high-intent, geographically specific environment. A homeowner searching for a "bespoke luxury kitchen Edinburgh" is not a browsing consumer - they are a buyer. The same rigour that drove this Luxury Travel Brand to its best-ever month applies directly.
What Comes Next
With month 12 delivering the strongest results yet, the focus for the next phase is on continuing to build auction position, refining keyword strategy, and scaling into the locations and audiences that have proven most effective.
The account is in the best shape it has ever been - and we are only getting started.
Want to know how Leads To Bookings can build this kind of result for your business? [Get in touch here.]
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