62% Growth in Confirmed Booking and CPA Decreased 40%

Through in-depth audience analysis, Primal uncovered critical insights into consumer behaviour, revealing the need for a more engaging and targeted approach. How Primal identified that Google SEM was not the most effective channel for reaching potential customers earlier in their journey led to the recommendation of shifting to Facebook Ads. Leveraging its advanced audience segmentation and interest-based targeting, this transition enabled more precise ad delivery, reaching high-intent users based on their interests, behaviours, and demographics. Additionally, we emphasised the importance of compelling creatives and ad formats to enhance user engagement, ensuring the messaging aligned with the audience’s motivations and booking intent.