PPC Case Study: 90K+ New Users, 20K+ Leads via Multichannel Approach

Magellan Motorcycle Tours, headquartered in the UK, specializes in delivering motorcycle tour packages throughout the UK, Europe, North America, and North Africa. Renowned for its outstanding customer service, Magellan offers guided tours complete with hotel stays, sightseeing adventures, and support from expert motorcycle guides.

Post-pandemic, the company faced the challenge of maintaining the momentum of bookings after a surge in demand and navigating rising operational costs. To address these challenges, they sought scandiweb’s expert PPC management to optimize their customer acquisition strategies and expand into new markets​​.

Highlights

• 20,000+ leads generated via Facebook and Instagram ads
• 90,000+ new users acquired from paid channels
• 74% increase in conversions during the peak season from paid search

Objectives and strategy

Magellan Motorcycle Tours partnered with us to address three key objectives:

• Leverage the post-pandemic surge in travel demand. The company aimed to capitalize on the increased interest in motorcycle tours following the pandemic, particularly as travel restrictions eased globally.
• Acquire new customers in key international markets. Focusing on the UK, US, Canada, Australia, and New Zealand, Magellan sought to expand its customer base beyond its traditional markets.
• Retain existing customers while maintaining a healthy ROI. As operational costs increased, the challenge was to maintain profitability while ensuring customer loyalty and continued engagement.

To achieve these objectives, the strategy involved a multi-channel PPC approach that included social media advertising and paid search campaigns. The approach was tailored to target specific geographic regions and audience segments, ensuring that each campaign was highly relevant to the target market. Continuous optimization of ad creatives, keywords, and targeting parameters was key to maintaining high engagement and conversion rates​​.

Our approach

To meet the objectives set by Magellan Motorcycle Tours, we implemented a comprehensive PPC strategy across social media and search platforms. This approach was designed to maximize brand exposure, drive traffic, and generate high-quality leads while optimizing for conversions.

1. Lead generation campaigns on social media

We initiated lead generation campaigns on Facebook and Instagram, targeting specific audience segments most likely to engage with Magellan’s offerings. By carefully selecting and testing new creatives—such as images and short videos that resonated with the target demographic—we refined our campaigns for maximum impact. 

2. Traffic acquisition campaigns for brand awareness

To build brand awareness and attract potential customers, we launched traffic acquisition campaigns that emphasized the unique benefits of Magellan’s tours. These campaigns used messaging that addressed customer pain points, built trust through social proof like customer ratings and testimonials, and highlighted the quality of Magellan’s service offerings.

3. Personalized retargeting campaigns

Understanding the importance of re-engaging potential customers who had interacted with the brand but hadn’t yet converted, we employed personalized retargeting campaigns. These campaigns used Meta’s diverse ad formats to deliver customized content based on users’ online behavior and the specific pages they had previously visited on Magellan’s website.

4. Conversion campaigns via Google and Microsoft Ads

For high-intent audiences, we implemented conversion-focused campaigns through Google and Microsoft Ads. This involved:

• Flexible audience and geographic segmentation 
  
  We tailored ads to specific demographics and locations to maximize relevance and engagement, taking into account the unique interests, income levels, and other key characteristics of each group. By maintaining strict control over these settings, we were able to create more localized advertisements and conduct comprehensive A/B testing across various aspects of the campaigns, ensuring optimized results tailored to each segment.

• Extensive keyword research and ongoing traffic monitoring
  
  To secure Magellan’s visibility across broad and niche searches, we conducted comprehensive keyword research, identifying a spectrum of generic and location-specific keywords. This strategy ensured prominence in both competitive and specialized search queries. We continuously monitored traffic quality, making regular adjustments to our keyword targets based on the analysis of search queries, results, intent, and specificity, thereby enhancing the effectiveness of our campaigns.

• Competitor analysis and impression share management
  
  Through extensive competitor research and regular monitoring of auction results, we actively improved the company’s market positioning. By keeping a close watch on impression shares for individual locations, we were able to adjust our strategies based on competitor activities. This allowed us to maintain a robust impression share and continuously optimize ad performance, ensuring that our campaigns were always aligned with the competitive landscape and maximized for effectiveness.

Results

The comprehensive PPC strategy implemented for Magellan Motorcycle Tours yielded significant results over the course of the campaign:

• The social media lead generation campaigns were highly effective, resulting in over 20,000 new leads. Specifically, Facebook ads contributed 13,000+ leads, while Instagram ads generated 6,000+ leads. This influx of leads provided Magellan with a strong base for further customer engagement and conversion efforts​​.
  
• Our traffic acquisition campaigns led to over 90,000 new visitors from paid channels. This dramatic increase in website traffic significantly boosted Magellan’s brand visibility and expanded their reach across key markets, including the UK, US, Canada, Australia, and New Zealand​​.
  
• During the peak travel season from December 2023 to January 2024, Magellan experienced a 74% year-over-year increase in conversions from paid search campaigns. This substantial growth in conversions demonstrated the effectiveness of our targeted PPC approach and the value of the strategic optimizations we implemented throughout the campaign​​.

These results underscore the impact of a well-structured and strategically executed PPC campaign. By leveraging targeted advertising across social media and search platforms, Magellan Motorcycle Tours was able to attract a large number of potential customers and significantly increase conversions during their most critical sales periods.

If you’re looking to boost your business with targeted and effective PPC strategies, scandiweb is here to help. Our tailored approach can drive significant results, just like we did for Magellan Motorcycle Tours. Contact us today to explore how we can accelerate your growth and achieve your goals.

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