Case ltur: Scalable SEA in travel

Challenge: Travel SEA between seasonality and scaling

The travel market is highly dynamic - characterised by seasonal peaks, regional search behaviour and increasingly specific user queries such as:

• „Where to in March?“
• „Last Minute Dubai“
• „Package holiday Greece April“

These long-tail searches harbour enormous potential - but are almost impossible to control efficiently in classic Google Ads setups.

ltur faced several operational hurdles:

• Manually update hundreds of AdGroups every month
• Regularly adjust dynamic claims such as ‘Save last minute deal’
• Consistently maintain URLs with pre-selected travel data
• Overcome restrictions when using ad customisers (especially for final URLs)
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The result: high costs, inconsistent adverts - and wasted SEA potential. An automated, structured approach was overdue.

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Solution: Automated feed-based campaign management with Channable

In order to significantly reduce the manual effort and at the same time achieve more relevance for seasonal search queries, hurra.com developed a scalable automation solution together with ltur - based on Channable.

Key measures:

• Development of a dynamic template with variable components such as month, year, destination and holiday type (e.g. last minute, package holiday)
• Feed-based control of the entire campaign structure - including final URLs with pre-selected filters
• Automatic activation & pausing of AdGroups depending on the calendar month
• Integration of dynamic ad texts (headline, description, link parameters)
• Simple data maintenance via Google Sheets, without intervention in the setup
  
  

Quickly set up - scalable in the long term

The new setup was ready to go in just 5 hours - including feed creation, logic definition and connection to Channable. A manual setup would not only have taken three times as much time, but also offered no sustainable maintenance option. Thanks to the modular structure, the system is now easily transferable to hundreds of campaign structures - and can be expanded at any time.

Result: +76 % conversion rate - with significantly less effort

The automation approach clearly paid off. The monthly AdGroups were greatly expanded and optimised in 2024.

KPI development (2023 vs. 2024):

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Special effects:

• High relevance through targeted playout by month & destination
• Less manual effort, higher campaign quality at the same time
• Efficiency leap, even under the restrictions of Google Ad Customisers
  
  

Outlook: Scalable automation for the travel search of the future

The setup for ltur laid the foundation for a modular, fully automatable campaign architecture. The structure is ready to be rolled out to other target markets, campaign types and user segments.

Next steps:

• Expand seasonal filter logic - e.g. to include public holidays, bridging days or events
• Link CRM & first-party data for even more targeted advertising
• Performance dashboard at destination level for maximum transparency
• Automated keyword modulations, incl. geo & device logic
  
  

The vision: 

A fully automated search world that adapts in real time to demand, season, region and user interest - controlled by smart templates and sophisticated feed logic.

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About hurra.com

hurra.com has been synonymous with systematic, data-based marketing for over 25 years. As one of the leading performance agencies in Europe, we combine technology, media and strategy - efficiently, measurably and across all channels.

Our customers benefit from:

• In-house developed tools such as sesyns and OWAPro
• In-depth industry expertise
• Proven automation solutions that save budgets and maximise potential

Whether feed logic, attribution analysis or generative campaign management: we create scalable processes, clear insights - and verifiable performance.