Driving Trip Bookings Through Integrated SEO & PPC

Discover Adventure specialise in unique charity walks and cycles across the globe. Made up of people who genuinely love the outdoors, the company’s mission is to create adventure challenges that enable people to achieve their goals — whether that means trekking through the Sahara, cycling across Vietnam, or walking the Great Wall of China.

Despite a strong brand and loyal customer base, Discover Adventure needed a sharper digital strategy to compete in an increasingly crowded adventure travel market. The website was generating traffic, but not enough of it was converting into trip bookings. The business needed more qualified visitors, better engagement from organic search, and a paid media strategy that could efficiently drive bookings across multiple channels. After a competitive pitch process, Atelier was appointed to deliver a combined SEO and PPC strategy focused squarely on commercial outcomes.

SEO built for engagement, not just volume

The organic strategy prioritised quality over quantity. Page titles and meta descriptions were rewritten across key landing pages, and detailed keyword research identified the terms most closely aligned with booking intent. A quality backlink strategy was implemented to strengthen domain authority, while eCommerce tracking was introduced to tie organic performance directly to revenue. The focus throughout was on improving engagement metrics — session duration, pages per visit, and conversion rate — rather than simply inflating traffic numbers.

Paid media structured for efficiency

The existing PPC account was restructured to improve campaign efficiency and reduce wasted spend. A targeted keyword strategy replaced broad match dependency, ensuring ad spend was concentrated on the searches most likely to result in bookings. Responsive display remarketing was introduced to re-engage visitors who had browsed trips without converting, keeping Discover Adventure visible throughout the decision-making process.

Expanding reach across social channels

The paid strategy was extended beyond Google Ads to include Facebook and Instagram campaigns. These channels allowed Discover Adventure to reach prospective adventurers through visually engaging creative — showcasing the landscapes, camaraderie, and sense of achievement that define their trips. The multi-channel approach broadened the top of the funnel whilst maintaining a focus on booking-qualified traffic.

The integrated strategy delivered sustained commercial improvement across both organic and paid channels over an 18-month period.

• Online bookings increased by 82%, driven by improvements across both organic search and paid media
• Goal conversion rate grew by 66%, reflecting a fundamental shift in traffic quality rather than just volume
• Organic session duration improved by 30%, confirming that the SEO strategy was attracting more engaged, higher-intent visitors
• Total clicks increased by 110%, with growth sustained consistently across the 18-month engagement
• Paid media expanded successfully to Facebook and Instagram, broadening reach without diluting conversion performance
• The combination of SEO and PPC delivered compounding returns — organic improvements reduced reliance on paid spend, while paid campaigns captured demand that organic alone could not reach