ExcursionMania:internationaltraffictoTürkiyetoursat€0.041perclick
4 destinations (Antalya · Cappadocia · Marmaris · Istanbul) · 5.57M impressions · a 15-month traffic campaign · European, Middle Eastern and American markets.
About the brand
Our client is an online platform selling guided tours and activity bookings across Türkiye's most popular destinations. It works directly with local operators in dozens of regions, led by Antalya, Cappadocia, Marmaris and Istanbul.
Because no agency commission sits in the middle, prices can fall to a third of hotel package rates. B2C, B2B and affiliate channels run in parallel, and strong Trustpilot and TripAdvisor ratings set the brand apart from competitors.
Why they chose us
The product infrastructure and organic audience were already strong; what was missing was a strategy for managing paid traffic systematically. When the engagement began in February 2025 the goals were clear: put Türkiye tours in front of prospective travellers in Europe and the Middle East, isolate performance with a separate campaign structure per destination, build brand awareness through cost-efficient traffic, and re-activate site visitors with a remarketing layer.
- Isolate performance by running a separate campaign for each destination
- Build international brand awareness with more than 5 million impressions
- Stand up remarketing to move travellers in the decision phase towards a booking
The challenges we faced
At the start of the engagement there were significant gaps on both the Meta ads side and the website operations side. That foundation had to be fixed first.
No Pixel or Conversion Tracking
The booking pixel was not integrated on the site, so conversion optimisation was impossible. The confirmation page had no remarketing pixel trigger. With no real conversion data, campaigns were being managed blind.
No Destination-Level Strategy
Ad copy was not tailored per destination — every Antalya ad used the same text. Audience structure was scattered, with untested segments running together. Budget was fragmented and there was no destination-level spend tracking.
Remarketing Was Non-Existent
Existing site visitors could not be re-targeted. Tour pages lacked a live availability calendar and real-time pricing. Travellers in the decision phase were never recaptured.
Social Proof and Mobile UX
TripAdvisor and Google reviews were not integrated live, leaving social proof weak. The mobile booking flow was unoptimised and awkward for European visitors browsing on a phone, so conversions leaked while traffic was high.
4-phase structure
We structured the work in four phases, each feeding the next: preparation → testing → scaling → remarketing.
Preparation: A Multi-Market Structure
The ad account, page and Instagram connections were configured. Separate geographic targeting groups were created for Europe, the Middle East and the Americas. Pixel and Conversion API integration was completed, switching on real-time conversion tracking.
Test Phase: Destination Campaigns
Parallel campaigns were launched for Antalya, Cappadocia and Marmaris. Each was tested against the same audience across 45 countries to measure which destination performed best in which market. €4,680 of spend produced 108,768 clicks, 5M impressions and a 2.17% average click-through rate.
Scaling: The Istanbul Campaign
Insight from the test phase added an Istanbul campaign. At €751 of spend it delivered a 4.03% click-through rate and a €0.034 cost per click — the most efficient campaign of all, performing 1.5 to 2 times better than the other destinations. That number became the reference point for the next scaling period.
Remarketing: Re-Activating Visitors
A remarketing campaign targeting site visitors was built and is kept permanently on to move travellers in the decision phase towards a booking. Mobile UX improvements and social-proof integration went live alongside it.
What we achieved together
Across 15 months, €5,430 of total spend produced 131,098 international clicks for 4 different destinations, capturing 5.57 million impressions at an average of €0.041 per click.
Total Clicks
131,098
Cost per Click
€0.041
Below target
Impressions
5.57M
4 destinations
Video Views
550K
Drone + tour content
Total Spend
€5,430
15 months
Average CTR
2.35%
Istanbul: 4.03%
Test Phase (3 Destinations in Parallel)
- Spend: €4,680
- Impressions: 5,021,019
- Clicks: 108,768
- Cost per click: €0.043
- Average CTR: 2.17%
- Unique reach: 2.4M
Scaling Phase (Istanbul + Remarketing)
- Spend: €751
- Impressions: 554,315
- Clicks: 22,330
- Cost per click: €0.034
- Highest CTR: 4.03%
- Unique reach: 306,967
Performance by Campaign
- Istanbul: €751 · 22,330 clicks · 4.03% CTR · €0.034 CPC
- Cappadocia: €1,190 · 31,321 clicks · 3.32% CTR · €0.038 CPC
- Antalya: €1,390 · 36,005 clicks · 2.09% CTR · €0.039 CPC
- Marmaris: €2,100 · 41,442 clicks · 1.76% CTR · €0.051 CPC
- Remarketing: permanently on (organic budget)
- TOTAL: €5,430 · 131,098 clicks · 2.35% CTR · €0.041 CPC
Lessons Learned
- A separate campaign per destination let us watch four budgets and creative strategies in parallel
- Istanbul turned out far more efficient than expected, and that insight drove the scaling decision
- Boosting organic posts (103 ads) produced higher engagement at lower cost than producing creative from scratch
- Splitting by geographic targeting clarified which market responds to which destination