How we turned an underperforming Google Ads account into a 27x ROAS booking engine for a premium motorcycle adventure tours company — fixing tracking, restructuring campaigns, and finding the riders who actually book.
Oney.Studio · Performance MarketingA premier provider of motorcycle adventure tours offering thrilling expeditions in remote, off-the-beaten-path destinations. Their tours combine the excitement of adventure motorcycling with expert support, cultural immersion, and deep local knowledge — delivering unique, high-quality experiences to passionate riders with a strong focus on safety and professionalism.
Despite a genuinely premium product, the Google Ads account wasn't delivering consistent bookings. Tracking was unreliable — making it impossible to measure true performance or attribute conversions accurately. Campaigns lacked structure, keywords were attracting the wrong audience, and there was no data-driven optimisation in place. The result: 3 bookings per month at a 2.3x ROAS, with no clear path forward.
You can't optimise what you can't measure. Fix the foundation first — tracking, structure, audience — then layer in data-driven iteration. Every step was sequenced deliberately.
Started with a full diagnostic of the existing account — identifying critical gaps in tracking, campaign structure, keyword strategy, and audience targeting. The audit made clear that the account had three simultaneous problems: it couldn't measure performance accurately, it was targeting the wrong people, and its budget was being distributed without logic. Fixing one without the others would achieve nothing.
Root causes identifiedImplemented a new, accurate tracking setup to measure bookings and campaign ROI with confidence. Without reliable data, every optimisation decision is a guess. With it, the account could finally tell us which campaigns, keywords, and audiences were driving real revenue — and which were burning budget. This was the prerequisite for every other improvement that followed.
Accurate attribution liveDeployed a structured mix of Search and Display campaign types built around sales-driven performance — not generic traffic. Search campaigns were rebuilt around high-intent booking queries with tight negative keyword lists that eliminated low-intent traffic. Display was introduced to build awareness among adventure travel audiences in the research phase, feeding a properly structured remarketing pipeline.
Search + Display full-funnelSegmented audiences based on travel interests and behavioural signals specific to motorcycle adventure travel — passionate riders actively researching expedition tours, not generic travel browsers. By narrowing targeting to users with demonstrated interest in adventure motorcycling and off-road travel, ad spend concentrated on the people statistically most likely to book, driving conversion rates up and cost per booking down simultaneously.
5.3× more conversionsProvided ongoing advice on how to improve landing pages for best conversion rate — because a well-targeted ad sending traffic to a poorly optimised page wastes every gain made in the account. Plugged in user behaviour analysis software to identify friction points in the booking journey: where visitors were dropping off, which sections were being read, and what was preventing potential bookers from completing enquiries.
Friction points eliminatedMotorcycle adventure travellers are a specific, high-intent audience. They research carefully, compare providers, and book experiences that cost thousands. Every ad was written to signal expertise, safety, and exclusivity — filtering out casual browsers and speaking directly to serious riders ready to commit to an expedition.
The same product. The same budget. A completely different account — built on accurate data, targeted at the right riders, and structured to scale profitably month after month.
Booking volume snapshot: Jan 2025 (3 bookings/month, 2.3x ROAS) → Mar 2025 (rebuild live) → Jun 2025 (22–35 bookings/month, 27x ROAS, ×5.3 conversions) → Jan 2026 (40+ bookings/month, ~31x ROAS). Account audit, tracking fix, campaign restructure, audience segmentation, and landing page optimisation drove compounding growth across the engagement.
Every dollar of ad spend now returns dramatically more in booking revenue — the result of eliminating wasted spend, targeting the right audience, and operating from accurate conversion data for the first time.
Audience segmentation based on motorcycle travel interest and adventure tourism behaviour attracted high-intent users who were ready to book — not casual browsers — resulting in a dramatic increase in monthly booking volume.
With accurate tracking and a structured campaign hierarchy in place, budget was reallocated toward the campaigns, keywords, and audiences actually driving bookings — reducing waste and maximising impact across every pound spent.
The results speak for themselves — our sales took off, and we finally saw the potential of Google Ads fully realized. The strategy was spot on!
- Client · Motorcycle Adventure Tours · B2C Travel · NDA
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