Campaign architecture
Campaign 1: Brand + misspellings. Campaign 2: City + agency/DMC/tour operator. Campaign 3: Category (luxury honeymoon Italy). Campaign 4: Competitor (careful—often high CPC). Keep languages split for EN/DE/FR markets.
Use single-theme ad groups so ads mirror the query. RSA headlines should include destination, social proof (reviews, years), and a clear CTA: Request a quote in 24h.
Negatives and seasonality
Exclude jobs, salary, free, template, course, and OTA brand terms unless you sell those products. Pause or reduce bids in shoulder seasons; ramp 6–8 weeks before peak for hotels with long allotment windows.
Measurement
Primary conversion: qualified quote form or call from ads-only number. Secondary: PDF download or WhatsApp click. Import offline wins from CRM to smart bidding only when volume supports it (30+ conversions/month).