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How to optimize Google Search Ads for custom travel products？
Posted by on August 22, 2025 at 2:29 pmHi everyone,
I’m just starting out with Google Ads and would love some advice. I’m running campaigns for customizable travel products (tours, transportation services, etc.) through a Shopify site.
A few details about my setup:
- Technically customers can place orders directly, but in most cases they have special requests, so I usually adjust the price or itinerary after they inquire.
- My landing pages are not just forms — they include attractions, itinerary details, and photos, plus a consultation option.
- The challenge I face is how to balance search intent with ad targeting, since it’s not as straightforward as selling a fixed product.
Questions I’m struggling with:
- What’s the best way to structure keywords and match types to avoid irrelevant clicks?
- For “soft conversions” like form fills or inquiries, what’s the best way to track and optimize in Google Ads?
- Should I focus on traffic first (to understand user behavior) or aim for conversion campaigns right away?
- Any suggestions on ad copy or campaign structure for the travel niche?
I’d really appreciate insights from anyone who’s managed Search Ads for travel services or other semi-custom businesses.
Thanks a lot! 😊
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1 Reply
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Set up your conversion tracking properly to make sure that you are tracking the value of those that are directly booking and the form fills. For the form fills, set up offline conversion tracking to upload the value of those tours that went through and didn’t ghost or back off.
For the campaign set up, depending on your budget, focus on high intent keywords. Make sure that you are putting in your negative keywords daily. The keywords themselves, you can use phrase and exact match if they give you good search results and if not use broad but with a HEAVY oversight on keywords.
If your budget allows you can set up a funnel for lower intent buyers to nurture them in a lead funnel using email or running PPC to a email capture/lead magnet. But those are for future travelers or bookers. I would focus on those low intent
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Use exact and phrase match keywords tied only to high intent search terms, track inquiries as your conversion goal, and optimize on those instead of traffic campaigns.
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Run phrase/exact around high-intent terms like *custom tour* or *private driver*, and block junk with negatives.
Count form fills, quote requests, and calls as your main conversions so Smart Bidding isn’t flying blind.
Split campaigns by tours, transport, and brand, and keep the ads all about flexibility, trust, and quick quotes.
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