PaemTurizm×VisionAgency
Across a seven-month season we split the tour categories into separate campaigns, made every enquiry measurable on the Meta side, and brought cost per lead down to €1.93.
About the brand
Paem Turizm is a tour operator selling package tours, day trips and group travel inside Türkiye and abroad. Sales run through a booking form, the phone and WhatsApp, and most of the demand is compressed into the April to October season.
In the ad account tour categories sat in one campaign; culture tours, coastal holidays and group travel shared a single budget. Nobody could tell which category produced the demand, so budget was spread by instinct and spending never followed the demand curve. No one knew which ad became a booking.
Why they chose us
Vision Agency was asked for one thing: build the measurement layer before the season opened, separate the tour categories, and make every enquiry countable. Preparation had to finish in March, the campaigns live by the first week of April. With demand compressed into seven months, there was no second attempt.
- Measure each tour category in its own campaign and budget accordingly
- Collect form, phone and WhatsApp enquiries into a single conversion event
- Hold cost per lead below the €2.23 band throughout the season
The challenges we faced
Four problems had to be solved before the season started; each one kept demand from being counted and hid where the budget was going.
Enquiries Were Not Measured
The booking form had no conversion event defined, and enquiries arriving by phone or WhatsApp were recorded nowhere. With no signal to optimise towards, the campaigns worked against clicks rather than real demand.
The Season Window Was Narrow
Most demand fell between April and October, so a test plan with a long learning period would eat half the season. The campaigns had to find the right audience within two weeks of going live.
Categories Shared One Campaign
Culture tours, coastal holidays and group travel competed in one campaign. The algorithm pushed budget towards whichever category delivered the cheapest click, which was not the one producing most bookings. Cheap traffic was buying expensive leads.
Creative Left Out Details
The visuals carried no dates, departure points or prices, so people reached the site knowing nothing more. Unqualified enquiries filled the form and the sales team lost time filtering them. Lead volume was high, quality low.
4-phase structure
We worked to the season calendar in four steps: preparation before the season, a fast test in April, budget shifting to the winning categories through the remaining months, and handing over the demand list and the winning setup at season close.
Setup Before The Season
In March we installed the pixel and Conversion API and tied form submissions to a single conversion event. Phone and WhatsApp enquiries were routed into the same event, so all three channels counted in one place.
A Fast Test In April
In April separate campaigns opened for the three tour categories, each running four creatives against two audiences. After two weeks the combinations working at a €0.036 cost per click were kept and the rest switched off.
In-Season Budget Shifting
From May through October budget moved weekly to the category with the lowest cost per lead. Retargeting for people who left the form unfinished stayed live throughout; total leads reached 2,364 on €4,564 of spend.
Season Close And Next-Season Preparation
Before switching the campaigns off in October, the season's enquiry list was split by category and handed to the sales team. We produced a calendar showing which tour category generated demand in which month, and archived the winning creatives and audiences, so the next season opens with proven combinations rather than a fresh test.
What we achieved together
Over a seven-month season, €4,564 of ad spend produced 2,4 million impressions, 126,080 clicks and 2,364 enquiries. Cost per click stayed at €0.036 and cost per lead came in at €1.93. 60% of the enquiries arrived between June and August.
Total Leads
2,364
across the season
Impressions
7.9M
Cost per Click
€0.036
below target
Total Clicks
126,080
Cost per Lead
€1.93
Ad Spend
€4,564
7 months
What Ran All Season
- Three tour categories ran in separate campaigns all season.
- A retargeting campaign stayed live from April through October.
- Total spend of €4,564 brought 126,080 clicks and 2,364 enquiries.
- Cost per lead landed at €1.93 and cost per click at €0.036.
What We Learned
- Setting measurement up before the season speeds up every in-season decision.
- Separating tour categories separates cheap clicks from cheap leads.
- An account ignoring phone enquiries optimises on incomplete data.
- Putting dates and prices in the creative raises the quality of enquiries.
Seasonal work is decided before the season, by how correctly measurement was built. An account not ready in April does not recover in October.