Capturing high-intent transit travelers for “Layover in Dubai” tours
Layover in Dubai generated
on their Google ads campaigns.
54
Purchases/Leads
14X
ROAS
$123.86
Spent
100,000+
Impressions
“Layover in Dubai” faced a unique logistical challenge: their target audience (transit passengers) has a very narrow window of opportunity. Travelers stopping in Dubai for 6-12 hours often don’t know they can leave the airport, or they fear missing their connecting flight. The client needed to intercept these travelers precisely when they were searching for “things to do in Dubai airport” or “Dubai stopover tours,” convincing them that a quick city tour was safe, feasible, and memorable—all without wasting budget on general tourists staying for a week.
We devised a successful “Time-Sensitive” Google Ads strategy that targeted niche intent rather than broad travel terms.
✅ “Transit-Intent” Keywords: We avoided generic terms like “Dubai Tours” and focused exclusively on high-intent phrases such as “4 hour Dubai layover tour,” “Transit visa Dubai,” and “Stopover activities.” This ensured we only paid for clicks from people who actually had a layover.
✅ Ad Scheduling: We optimized bids to appear during peak arrival windows for major long-haul connecting flights (e.g., late night and early morning), ensuring ads appeared when passengers were sitting in the terminal looking for entertainment.
✅ Reassurance Copy: Our ad creatives highlighted “Airport Pickup/Drop-off” and “Guaranteed Return Time” to eliminate the fear of missing a flight.
Our client witnessed a significant surge in direct bookings from transit passengers, turning “dead time” at the airport into revenue.
🛒 High Conversion Rate: The campaign achieved a remarkable 13.1% Conversion Rate, proving that the “transit-specific” messaging resonated perfectly with the audience’s immediate need.
✅ Booking Volume: We generated 54 confirmed tour bookings/inquiries in less than a month.
💰 Cost Efficiency: The campaign was incredibly efficient, with a total spend of just $123.86, resulting in a Cost Per Acquisition (CPA) of only $2.29 per booking.
👥 Traffic Quality: We drove 410 targeted clicks from users actively searching for layover solutions, maintaining a solid click-through rate given the niche nature of the query.
This Google case study demonstrates the power of Contextual Targeting in Google Ads. By ignoring the broad tourism market and focusing strictly on the “transit passenger” pain points (boredom + time anxiety), we achieved a massive return on a micro-budget, proving that niche campaigns often outperform broad ones in the travel sector.
