Case Study
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Time To Backpack
How Firewire Helped Time To Backpack With 110% Surge in Leads Through Multilingual Google Ads
Time To Backpack is a specialised German travel agency that connects adventure seekers with campervan rentals and travel experiences across Australia, New Zealand, Fiji, and Southeast Asia.
Industry: Travel & Tourism
Location: Germany
Services provided: Google Ads Management
OUR CHALLENGE
When Time To Backpack approached Firewire Digital, they were struggling to achieve meaningful results from their Google Ads campaigns despite previous agency involvement. The unique challenge lay in creating and managing multilingual campaigns that would effectively target German-speaking travelers across multiple countries.
With a focus on their core markets of Australia, New Zealand, Germany, and Austria, we needed to develop a strategy that would not only bridge the language barrier but also optimise for specific geographic targeting and user intent.
Key challanges:
- Language Barrier: All ad copy and landing pages needed to be in German
- Geographic Complexity: Managing campaigns across four different countries
- Market Segmentation: Targeting German-speaking audiences in English-speaking countries
- Previous Poor Performance: Overcoming past unsuccessful campaign attempts
The Results
Growth Summary
Our strategic approach began with a complete restructuring of the Google Ads account, implementing a sophisticated multilingual keyword strategy that catered to German-speaking travelers. We developed separate campaign structures for each geographic market, with specialised attention to Australian and New Zealand campaigns that specifically targeted German language searches.
The implementation included creating highly relevant ad groups that aligned with Time To Backpack’s core services – campervan rentals, tour packages, and travel planning. We utilised location-specific ad extensions and callouts that highlighted their best price guarantee and direct relationships with local suppliers.
Our team conducted extensive keyword research in German, ensuring we captured all relevant search terms and travel-related phrases commonly used by German-speaking travelers. We implemented negative keywords in both English and German to prevent ad spend on irrelevant searches.
The campaign optimisation process involved continuous A/B testing of ad copy, careful bid adjustments based on geographic performance, and regular refinement of landing page elements to improve conversion rates. We also implemented advanced audience targeting to focus on users actively planning trips to Oceania.
The results were transformative. The 110% increase in leads demonstrated the effectiveness of our targeted approach, while the 40% reduction in cost per lead highlighted our efficient budget allocation. The 25% improvement in conversion rate validated our focus on quality traffic and optimised user experience. These metrics were achieved while maintaining strict adherence to German language requirements and geographic targeting specifications, proving that language barriers need not impede digital marketing success when handled with expertise and precision.
