Industry · Transport

Ferries: Google Ads, Instagram and SEO that drive bookings

Route- and season-driven demand; budget for the summer months must be planned in advance.

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Ferries
Optimization metricCPA
Buying behaviourRoute-based, seasonal
Core channelsSearch
Optimization metricCPA
Channel mix

Recommended Google Ads budget split

These shares are a starting point; they are rebalanced on the data from the first 30 days.

Rule

Mobile-first, intraday scheduling.

70%Search (routes)
Search (routes)70%
PMax20%
Brand10%
Sample campaign structure

Campaigns split by intent

Brand, route/destination and generic traffic live in separate campaigns — each with its own target ROAS or CPA.

Sample search terms
bodrum kos ferrycesme chios ferry
Account: [Brand] — TR3 campaigns
01Search · BrandImpression share 90%+, low CPC10%
02Search (routes)Target: CPA70%
03PMaxDriven by feed / product data20%
KPIs we track

What we measure

BusinessCPANumber of bookingsGross sales (GMV)Margin / gross profit
Ad efficiencyROAS / POASCPA / CPLImpression shareCTR
Site / funnelSearch → booking rateBasket abandonmentPayment success rateMobile conversion rate
Measurement setup

Whatever platform you run on, measurement is in place within two weeks.

01Standard event plansearch, view_item, begin_checkout, purchase and refund events are installed on your site with route, date and pax parameters.
02Automatic catalogsMeta and Google feeds are generated from your product data: from-price, image, deep link.
03Deep-link landing pagesSearchers land on a pre-filled results page or the matching route page.
Start from your platform

Whether or not you run on DIJI.TECH, the same measurement standard.

Related DIJI.TECH product · B2C Ferry Ticket Software DIJI.TECH Ferry Ticket Software: booking, payment and management infrastructure for selling ferry tickets. travelads.pro measurement comes pre-installed. View on diji.tech ↗
DIJI.TECH

I use DIJI.TECH

Measurement is already in place — we can go live with product-based campaigns in week one.

For DIJI.TECH customers GA4 · GTM · CAPI

I use another platform

We set up GA4, server-side GTM and the Meta Conversions API around your site's technical structure.

For every agency
FAQ

Questions about Ferries

For Ferries, the primary metric is CPA. Targets are finalized on the data from the first 30 days.

Related industries

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Flight ticketsMargin-based ROAS→Bus ticketsCPA→Car rentalCPA, rental days→TransfersCPA→Train ticketsCPA→
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