Smarter CPC bidding with AI-driven budget allocation
TravelAround, an innovative travel company, optimized their Google Ads performance with a custom CPC bid engine. Machine learning now automatically determines optimal bids per keyword and campaign.
+0%
More conversions
-0%
Lower cost/conversion
0/4
Tests won
Real-time
Bid optimization
- Client
- TravelAround
- Sector
- Travel & Leisure
- Result
- +118%More conversions
Background
The challenge
TravelAround invested significantly in Google Ads, but manual bidding led to inefficient budget spending. Some keywords received too much budget, while high-potential keywords remained underexposed.
Key problems
- Manual CPC bids were time-consuming and reactive
- No insight into actual value per keyword
- Budget went to keywords with low conversion probability
- Seasonal patterns were not factored into bidding
Methodologie
Our approach
We developed a custom CPC bid engine that combines real-time data from BigQuery with ML models to determine optimal bids per keyword, time slot, and user segment.
01
Data Pipeline
Real-time integration of Google Ads data, website conversions, and booking value in BigQuery for unified analytics.
02
Conversion Modeling
ML models that predict conversion probability and expected booking value per keyword and search intent.
03
Bid Optimization
Algorithm that calculates optimal CPC bids based on target ROAS, budget constraints, and seasonal patterns.
04
Automated Bidding
Automated bid updates via Google Ads API with monitoring dashboards and alerting.
Impact
Results
The CPC bid engine was tested via Google Ads experiments against manual bidding. All tests were won with significant improvements.
- +0%
More conversions
Albania campaign: more than doubling of conversions at equal cost
- -0%
Lower cost per conversion
Czech Republic campaign: +313% conversions with 76% lower CPA
- +0%
Bali conversion boost
Nearly doubling of conversions with 48% lower cost per conversion
- Real-time
Travel trend insights
Direct visibility into campaign performance and shifting travel trends per destination
“The CPC bid engine has transformed our Google Ads performance. We now get more from the same budget and the team has time for strategic work.”
Head of Marketing
TravelAround
Technologies
Tools & platforms used
- Google BigQuery
- Python
- Google Ads API
- Looker
- Cloud Functions
- Vertex AI
Interested in this case?
Leave your email and we'll reach out to discuss how we can achieve similar results for your business.
Same question?
Ready for similar results in your business?
Pick a slot below. Thirty minutes with the solution architect who builds the work, on what this would look like on your own data.
Measured at these companies
Let's talk business
Do you want to know how we can help you grow your business? Schedule free consultation with one of our experts and discover the possibilities.
