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Follow the Camino: Accelerating the growth and profitability of Ads campaigns in the pilgrimage market

Follow the Camino is an expert company in the organization of walking pilgrims on the various roads of Camino de Santiago. She accompanies walkers from all over the world in preparing and booking their itineraries.

The challenge: Boosting profitable acquisition and managing performance

With a view to expanding on the French and European market, Follow the Camino needed to:

  • Accelerating growth throughpaid acquisition ;
  • Structuring a More profitable Ads device, capitalizing on existing Google demand;
  • Optimize the Tracking to manage performance and make decisions Data-driven.

The challenge: rely on data and an advanced SEA strategy to gain efficiency while preparing for geographic expansion.

The solution: SEA optimization and tracking structuring

We have built a three-phase strategy to combine rapid gains with a long-term vision.

Phase 1: Media Audit and Competitive Benchmark

  • In-depth analysis of Search campaigns existing: targeting, keywords, past performances.
  • Benchmark the main competitors to identify new areas of optimization.

This initial diagnosis made it possible to quickly identify levers for immediate improvement.

Phase 2: Advanced tracking structuring

  • Setting up priority conversions (requests, calls, reservations).
  • Alignment of tracking with business goals for precise control of the ROAS.

This step reinforced the reliability of the data and allowed ROI management in real time.

Phase 3: New International Search & Duplication Strategy

  • Quick Wins : restructuring campaigns around strong intentions, use of smart auctions.
  • Long-term vision: duplication of the efficient structure towards new European markets.

This scalable system makes it possible to quickly extend the strategy to other countries while maintaining the profitability acquired on the French market.

Achieved results

  • ROAS of 3
  • Decrease in CPC thanks to an optimized structure and better relevance of the ads
  • Replicable device in other European markets

Follow the Camino is now based on a solid and replicable SEA strategy, to accelerate its growth in the pilgrimage sector in Europe.

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Growth Marketing
Media campaigns
Ads