PinPoint Media rebuilt the Google Ads strategy for Cotswold Tour, the premium and luxury tour operator. The work was designed to capitalise on growing interest in The Cotswolds and turn luxury travellers from the US and Canada into cost-effective, high-quality leads. The activation combined a full account restructure, a new Performance Max campaign for wider reach at controlled spend, audience segmentation focused on high-intent and luxury travellers, and regularly refreshed ad creative. In one quarter, impressions rose 504% to 176,165 and clicks rose 119% to 9,821, with the PMax launch driving the uplift. Conversions grew 409% to 488.77 while average CPA fell 49.73%, delivering more than five genuine lead enquiries a day, roughly double the 2–3 daily target.
Interest in The Cotswolds was growing, and Cotswold Tour’s premium, luxury offering was well placed to benefit. Its Google Ads account, however, was holding it back. The setup was basic, with no experimentation or segmentation, and only a handful of keywords meant the brand was missing a large share of searches. Micro-conversions were being tracked alongside real enquiries, so leads were at risk of being double-counted or missed. Despite historically high spend, the account had very little useful data, and without daily management it had stopped growing.
Cotswold Tour partnered with PPM to change that. The goal was cost-effective, high-quality leads, averaging 2–3 a day, from its most valuable audience: luxury travellers from the US and Canada.
We rebuilt Cotswold Tour’s Google campaign structure from the ground up, with a Performance Max campaign at its core. PMax gave the brand more reach and more touchpoints across Google’s network while keeping spend controlled.
We then segmented audiences and signals so budget went to the people most likely to book: high-intent searchers, luxury travellers, family holidaymakers, and anyone planning a UK trip or looking up things to do in The Cotswolds. We also refreshed ad creative and messaging regularly, so returning searchers kept seeing something new.
The new structure, led by the PMax launch, changed the account’s performance within a single quarter.
Comparing April–June 2026 with January–March 2026, impressions rose 504.40% to 176,165 and clicks rose 119.02% to 9,821. Conversions grew 409.14% to 488.77, while average CPA fell 49.73%. That works out to more than five genuine lead enquiries a day, roughly double the original target, at half the cost per enquiry.
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