This family-run private tour company offers unforgettable experiences across Ireland, from scenic day trips in Killarney National Park to custom multi-day adventures tailored to travellers from around the world.

Known for local knowledge, warm hospitality, and flexibility, they cater to couples, families, and small groups looking for something more personal than a packaged coach tour.

The client was running Google Ads, but performance had hit a ceiling. Enquiries were trickling in, but not at the volume or quality needed to grow the business. The campaigns had been ticking along for a while with no real optimisation, just a basic setup and a “set it and forget it” approach.

We were brought in to shake things up.

The goal was to generate more high-quality leads from international travellers searching for private tours in Ireland. But there was a challenge: the existing setup was underperforming, the landing experience wasn’t aligned with what users needed, and the business owner was understandably cautious about changing a strategy that was delivering “just okay” results.

After a frank conversation, we were given the go-ahead to take the reins, with full responsibility for turning search interest into bookings.

We didn’t just tweak a few settings, we overhauled the entire lead generation funnel to align with how people actually plan and book private tours online.

• Launched a fully optimised Google Ads search campaign, focusing on high-intent keywords used by travellers actively planning their trip.

• Refined targeting, tightening up both demographic filters and keyword match types while expanding negative keywords to cut wasted spend.

• Rewrote all ad copy, shifting the focus from general service descriptions to benefits that matter: local knowledge, flexibility, and the promise of a personalised experience.

• Revamped the landing page, stripping away distractions, improving layout, and making the enquiry process clear and easy to follow.

• Switched the call to action from phone calls to enquiry form submissions — essential for an audience spanning different time zones.