Jacada
How a data-driven paid media strategy enabled Jacada to drive 3,075.3% return on ad spend
Overview
Jacada is a high-end travel brand focused on luxury travel. Based in London but focused on the North American market, it works with a team of travel experts to create authentic, responsible travel experiences. If you’ve ever wanted to undertake a remote expedition to the frozen Antarctic tundra, relax in ultimate luxury in French Polynesia, or enjoy a private safari – Jacada creates unforgettable adventures for discerning travellers.
3,075.3%
ROAS from ‘won deals’
15%
Above target in deals
generated in 12 months
47%
below target cost-per deal
The challenge
A/W 2021 was the light at the end of a long tunnel for the travel industry. After two devastating lockdowns, vaccines were rolling-out, and for the first time in many long months, people dared to dream of travelling once again.
After a period of lockdown-enforced brand-building, Jacada’s founder, Alex Malcolm, was on a mission: to capitalise on a new consumer confidence, and turn browsing habits into leads. The challenges were ambitious:
Fill the sales pipeline with high volume, high quality leads – StrategiQ was tasked with generating over four thousand deals in a year using paid advertising.
Quality of deals – the company’s sales model is to generate leads which are passed to its travel experts for follow up, rather than direct website sales. This coupled with the long lead times, made it challenging to establish where the most lucrative leads were coming from.
Maximise investment on ad spend – as consumer confidence returned, so did online competition for relevant keywords. There was a need to understand the impact on impressions in order not to needlessly waste ad spend to retain search positions.
“Thanks to the hard work of StrategiQ, we now have a variety and depth of information that gives us much greater insight and the ability to make quicker decisions that should make us more agile and give us an edge in an unpredictable market.”
What we did
Working through the opportunity audit findings, we made critical adjustments to the website including improvements to the existing
All targets exceeded, including stretch targets – the campaign surpassed its initial targets that were set initially by 15%, as well as the stretch targets that were revised at the midpoint. This has led to significant company growth, and a new appreciation internally for the impact of paid media.
Improved deal quality – delivering the deal numbers was the key objective, but deal value was also incredibly important. Through our custom-built DataStudio report, which aggregates Google Ads data with information from Jacada’s CRM system, we had complete visibility over which keywords/campaigns were the most valuable to push.
Greater insights into deals – Google Data Studio receives a complete data set where we join up Google Analytics with data from the warehouse using a custom dimension – this allows us to attribute deals back to a channel/campaign/source/landing page and the point in the buyer journey that this touchpoint occurred.
Maximising the investment without impacting performance – rather than pushing bids in a knee jerk response to increasing competition in the ad space, we continually tracked Jacada’s performance vs their competitors, and reviewed opportunities to reduce bids when the competition dropped.
3,075.3%
ROAS from ‘won deals’
15%
Above target in deals
generated in 12 months
47%
below target cost-per deal
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