A 30-day Meta campaign, three new landing pages and 139 cruise leads at $4.49 each.
The Cruise Club plans cruises for Australians, from a first trip on a big ship to five-star and expedition voyages. When they came to us, their Facebook ads were sending people to a generic quiz page, and there was no reliable way to tell which ad was bringing in enquiries and which one was just burning money. So we ran a small 30-day campaign to fix the funnel and prove it could bring in leads at a sensible price.
New pages, new ads and tracking we could trust. Then a switch to luxury when the client wanted bigger-ticket buyers.
Australian cruise planning service. Everything from a first cruise on a big ship to five-star, small-ship and expedition voyages.
Ads went to a generic quiz page with no reliable way to tell which ad produced which enquiry. Once the new ads were running, the client also told us the leads were skewing towards smaller, cheaper cruises.
Three landing pages in the client's own brand, a thank-you page that counts each real sign-up as a lead, fresh ads in the ad set that was already working, then a luxury and expedition creative set aimed at the five-star traveller.
Two Meta conversion campaigns optimised for website leads. Every new ad we wrote points at a landing page built for it.
The first set was a simple "Find your perfect cruise" sign-up offer. The second went after the high-end traveller once the client asked for it: smaller ships, veranda suites, fares that already include drinks, dining and tips, and expedition voyages to Antarctica and the Kimberley. Real itineraries and real fares where the client had them, with plain-English copy above every image.
Every ad points at a page that matches it, built in the client's own brand and quick on a phone. A lead only counts when someone actually signs up and reaches the thank-you page, not when they click a button.
Hover over a page to scroll it top to bottom. Click to open the full page.Tap a page to open it full size.
Thirty days, two campaigns, and a funnel the client can finally measure. Here's how it landed in Ads Manager.
"Want better leads? Change the message before you touch the targeting."
Once the new ads were running, The Cruise Club asked for fewer, bigger-ticket enquiries. The easy move is to rip up the audience and start again, and throw away everything Meta had already learned. We kept the ad set that was working and its targeting, and changed the message instead: smaller ships, suites and fares that include the extras, sent to a page built for that traveller. Same audience, different conversation.
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