Running profitable Google Ads for the travel industry means that campaigns need to be more than just ad spend. Travel businesses are facing rising costs per click, complex booking funnels, and the challenge of attributing results correctly. In this case study we’ll explore how CausalFunnel AI helped Toronto Eco Adventure, a Canadian adventure tour operator scale bookings across North America using a full-funnel Google Ads strategy. This led to ROAS increasing from 0.1x to 4.5x. By combining detailed campaign designs with AI-driven optimization, we were able to transform our client’s advertising spend into measurable growth.
Background & ProblemThe client, a multi-location adventure tour company, was struggling to turn increasing ad spend into consistent bookings. Their campaigns were lacking structure, relied on broad targeting, and suffered from poor attribution when tracking bookings through external platforms like FareHarbor. Even though they were investing heavily in Google Ads for travel business, they couldn’t connect rising spending with real results. Without any reliable data, every decision was like guesswork, leaving the business vulnerable to wasted spend and so many missed opportunities.
Our CausalFunnel team rebuilt their campaigns around a tightly organized structure that combined Search and Performance Max across Canada and the US. Campaigns were redesigned to include geo-relevant, high-intent keywords such as “kayaking tours,” “canoeing trips,” and “guided hiking.” Each activity needed to have its own creative assets, which boosted relevance and improved engagement rates significantly. This gave the campaigns clear direction, matching user intent with targeted offers and setting up stronger booking potential while reducing user confusion.
Bidding changes followed a phased plan. In the early stage, Maximize Conversions strategies helped generate volume quickly. As campaigns matured and the data became more reliable, we transitioned to Target CPA to bring costs under control. This system set up a framework that can be scaled while balancing both growth and efficiency. The mix of structured targeting, creative alignment, and flexible bidding ensured that their campaigns delivered sustainable results.
One of the first breakthroughs came once our team solved the attribution issue. CausalFunnel AI was able to connect FareHarbor bookings directly to Google Ads using GTM and browser-side triggers. This integration gave the team a full picture of which campaigns drove real bookings and which ones were underperforming. With accurate data finally in place, decisions no longer relied on assumptions.
Our AI is also able to flag budget drains early so that we could shift spend toward higher-performing campaigns in real time. That dynamic optimization made sure campaigns stayed efficient even as competition and demand fluctuated over time. What once required hours of manual oversight now happened automatically, freeing up the marketing team to focus on strategy and growth instead of constant monitoring tasks.
On top of that, our AI delivered cross-platform insights, keeping Search and Performance Max campaigns synchronized with one another. This “one rhythm” approach ensured ad spend was always aligned with real revenue goals. The results went beyond just more bookings, it created a repeatable system that can be scaled confidently during peak seasons.
With structured campaigns, accurate tracking, and AI-powered optimization strategies applied, our team here at CausalFunnel turned uncertainty into consistent growth. As a result, ROAS transformed from 0.1x to 4.5x. The adventure tour operator shifted from reactive spending to a data-driven system that improved bookings and reduced acquisition costs. This case study shows that when done right, Google Ads for travel industry businesses can move from being a source of frustration to a dependable driver of long-term growth. By embracing AI-backed advertising, the company built a foundation for sustainable expansion that continues to pay off season after season.
Before CausalFunnel
After CausalFunnel
Empowering businesses to optimize their conversion funnels with AI-driven insights and automation. Turn traffic into sales with our advanced attribution platform.
