+76 % Conversion Rate, 315 AdGroups in 5 hours: How travel SEA scales with automation and feed logic
Dynamic markets, complex product feeds, high competitive pressure - the travel market poses particular challenges for advertisers. If you want to be successful here in the long term, you need smart, automated solutions that enable both quality and scalability.
The challenge: travel SEA between seasonality and scaling
The travel market is fast-moving: Dubai today, Greece tomorrow, last-minute deals for the Canary Islands next week. Seasonal peaks, regional trends and volatile user queries such as ‘Where to in March?’ or ‘Last minute Dubai’ are the norm - and this is precisely what makes the setup and management of SEA campaigns so challenging.
For companies, this means: Sustainable performance is not possible without a scalable, automated campaign structure.
Manual setups quickly reach their limits here:
- Hundreds of AdGroups have to be adjusted regularly.
- Dynamic claims such as ‘Book last minute now’ require continuous updates.
- URLs with pre-selected time periods must be maintained consistently.
- Ad Customisers? Often not usable at all in the travel sector, especially with final URLs.
The result: high costs, inconsistent playout and wasted budget. A structured, automated solution is not an optional extra, but a must.
Our solution: automated scaling with feed-based campaign management
With ltur, we have developed a solution based on Channable that is specially designed for the dynamics of the travel market.
What we did:
- Development of a dynamic template: month, year, destination, trip type - all flexibly controllable.
- Feed-based campaign management: Automatic control of the campaign structure including final URLs with pre-selected filters.
- Automated start & stop of AdGroups depending on the calendar month.
- Dynamic ad texts (headlines, descriptions, link parameter)s – for maximum relevance.
- Simple maintenance via Google Sheets – No manual intervention in the setup necessary.
Setup time: 5 hours – for a system that is scalable in the long term.
For comparison: Manual assembly would have taken 3x as long – and would not be sustainable.
The result: performance that is measurably convincing
The automated solution has paid off - in black and white:
Special effects:
- Greater relevance through targeted advertising.
- Significantly less manual effort and higher campaign quality at the same time.
Efficiency boost despite Google Ads limitations (e.g. no ad customisers for final URLs).
The business context: why automation is crucial for companies
In Digital Marketing: Scaling without quality is nothing - and quality without scaling is a cost factor.
Especially in industries such as travel, with dynamic offers and complex product feeds, manual campaign structures are a massive risk:
- Time consuming: Teams lose time in operational tasks instead of working strategically.
- Error-prone: Inconsistent updates lead to incorrect playout - and thus to inefficient budgets.
- Not future-proof: Without automation, performance becomes a random hit, not a control factor.
Automated solutions make the balancing act possible: They combine scaling with quality, save time and enable consistent performance - even in volatile markets.
Outlook: From individual campaigns to scalable systems
What we have created with ltur is more than just a case - it is a blueprint for future-proof digital marketing in the travel sector.
The next steps:
- Expansion of the filter logic to include seasonal events and public holidays.
- Integration of CRM and first-party data for even more targeted campaigns.
- Performance dashboards for full transparency at destination level.
- Automated keyword logic for geo and device segments.
The vision:
A search world that adapts to the market, demand and user interests in real time - with OWAPro as the central control system and Channable as a smart addition for campaign management.
When should you consider automated campaigns?
- You manage large product feeds or many destinations.
- Your market is dynamic, your user needs are volatile.
- You don't just want to react, you want to proactively manage performance.
Then it's time for a setup that thinks - instead of just playing along.
