Context

Tamarindo Surf & Tours is a relatively new business specializing in organizing unique and well-structured experiences in Costa Rica, such as surfing lessons and tours. Having recently launched its website, the company had never used Google Ads before. It primarily targets Canadian and American tourists staying in Costa Rica who are seeking memorable activities. As a seasonal business, Tamarindo Surf & Tours needed to adapt to the fluctuating rhythm of tourism, which posed a significant challenge in maximizing bookings year-round.

Challenges

Tamarindo Surf & Tours faced several major challenges. First, we started without any prior data, making the initial campaign targeting more complex. Second, with a newly created website, it was crucial not only to generate traffic but also to build online credibility and effectively convert visitors. Third, we had to adapt to the company’s seasonal nature, maximizing opportunities during peak periods while optimizing resources during off-seasons. Another challenge was reaching the right audience, specifically Canadian and American tourists looking for authentic and well-organized experiences.

Strategy Employed

We implemented a series of measures to launch and optimize Tamarindo Surf & Tours’ advertising campaigns:

1. Creating and setting up the Google Ads account: We configured a new advertising account from scratch, including setting up conversion tracking to accurately measure results.
2. Developing a keyword strategy and impactful ads: We identified relevant keywords targeting Canadian and American tourists and crafted compelling ads that highlighted the quality and variety of services offered.
3. Close monitoring of campaigns in the initial months: We closely tracked performance to quickly adjust targeting, keywords, and ads for better results.
4. Adding Performance Max campaigns: We incorporated Performance Max campaigns to maximize visibility across all available advertising channels and reach the right audiences.
5. Flexible budget management: We adopted a strategic approach by gradually increasing the advertising budget during peak seasons and reducing it during off-seasons to maximize investment efficiency.

Results Explained

Over the past nine months, we achieved impressive results for Tamarindo Surf & Tours:

• 1.3 million impressions: The ads were widely displayed, boosting the company’s visibility.
• 46,000 website visits: Significant traffic was driven to the website, showing strong interest in the services offered.
• 149 purchases: These concrete conversions demonstrate the effectiveness of the advertising strategy, resulting in a positive return on investment.

These results show that Tamarindo Surf & Tours not only gained visibility but also attracted a qualified audience, laying a solid foundation for future growth during upcoming tourist seasons.