How I Helped iTran Travel Achieve an 11.75x ROAS & 491% ROI with Hyper-Focused Search Campaigns

Challenges

iTran Travel, a tour agency specializing in guided tours to Morocco, was struggling to generate quality leads from Google Ads for their 4-Day Desert Tour. Here’s what wasn’t working:

❌ No conversion tracking — they had no way to measure which clicks turned into leads or sales
❌ Broad match keywords attracted irrelevant traffic, like general Morocco travel searches
❌ High wasted spend due to poorly filtered search terms and no negative keywords
❌ Too generic targeting for a niche offering

They were spending money without clarity — and getting few, if any, high-quality leads.

The Turning Point

After a full audit, I rebuilt the account from the ground up, with a strategy focused entirely on high-intent travelers searching for desert tours.

🚀 Set Up GTM-Based Conversion Tracking
Tracked form submissions and inquiries via Google Tag Manager so every click could be tied to actual results.

🔍 Replaced Broad Match with Phrase Match High-Intent Keywords
Targeted terms like “Marrakech to Merzouga 4 day tour,” “Morocco Sahara trip from Marrakech,” and “Merzouga desert private tour” to filter in serious buyers.

🚫 Added 900+ Negative Keywords
Blocked generic and unqualified searches like “cheap Morocco travel,” “bus tickets to Sahara,” and “weather in Merzouga.”

🧹 Search Term Report Optimization
Monitored weekly to trim waste, double down on winners, and feed the algorithm clean, high-converting data.

💰 Ad Spend: £175
📞 Qualified Leads: 5
✅ Converted Customers: 3
📈 Revenue Generated: £2,230
💸 Profit: £1,041

🔥 Return on Ad Spend (ROAS): 11.74x
📊 Return on Investment (ROI): 491%

Results (in just 30 days)

You don’t need a massive ad budget to see massive results.

When done right, Google Ads can work wonders — whether you’re spending £1,000/day or just £170/month. With the right targeting, tracking, and strategy, even lean campaigns can drive highly profitable growth.

👉 It’s not about how much you spend — it’s about how well you spend it.

Want me to help you find a similar strategy for your business?

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I was struggling with getting quality leads, and let the team at MSK Digital take over my google ads account. Within 2 Months I started signing clients for my agency and I couldn't ask for a better team to help me.

Ali R.

Moiz has been a reliable and accessible resource for me as it pertains to our PPC needs. He clearly has a good understanding of PPC, and his rates are very reasonable. Highly recommend!

Jason Y.