Overview
Samui Fishing Club & Resort is a specialized fishing resort in Koh Samui, Thailand, catering to sport fishing enthusiasts and leisure travelers. The campaign focused on leveraging Google’s full-funnel advertising ecosystem to build awareness, nurture intent, and convert high-quality traffic into bookings.
The Challenge
The travel and hospitality category in Thailand is highly competitive:
- Rising CPCs in generic travel searches
- Seasonality impacting demand consistency
- Difficulty standing out among traditional beach and resort ads
- Need to attract a niche audience (fishing enthusiasts) rather than mass tourists
The core challenge was to drive profitable conversions while maintaining strong engagement and ROAS.
The Solution
A full-funnel Google PPC strategy was deployed, combining awareness, consideration, and conversion-focused campaigns.
1. YouTube Ads to build top-of-funnel demand
We targeted travelers interested in Thailand vacations and fishing experiences, and ran engaging video ads showcasing:
- The resort’s scenic environment
- Professional fishing setup
- Large and exciting fish catches
This created aspiration and emotional engagement among fishing enthusiasts.
2. Retargeting for engagement and conversion
Users who interacted with the YouTube ads entered a retargeting funnel on Google Display and Search. The ads highlighted:
- Booking options
- Pricing transparency
- Limited-time offers
This kept Samui Fishing Club top-of-mind during the decision phase.
3. Google Search and Performance Max
Search Ads focused on high-intent keywords such as:
- “best fishing resorts in Thailand”
- “fishing trips in Koh Samui”
- “Thailand fishing tours”
Performance Max used Google’s AI-driven optimization to serve ads across Search, YouTube, Display, Discover and Gmail — maximizing conversion opportunities across Google’s entire inventory.
4. Ad creative and landing page optimization
To improve conversion efficiency, we crafted ad copy highlighting the ultimate fishing experience and optimized the landing pages with:
- Clear and prominent CTAs
- High-quality fishing and resort imagery
- Customer testimonials and trust signals
This reduced friction and improved booking confidence.
Campaign Performance
The strategy delivered exceptional efficiency and profitability:
- Total ad spend: ฿86,600
- Total bookings: 367
- Total revenue generated: ฿1,835,000
- Average CPC: ฿5.97
- CTR: 14.5%
- ROAS: 21.2x
Outcome
By combining YouTube awareness, strategic retargeting, high-intent Search and Performance Max, the campaign:
- Delivered outstanding ROAS (21.2x)
- Drove consistent, high-quality bookings
- Positioned Samui Fishing Club & Resort as a must-visit destination for fishing enthusiasts in Thailand
This case shows how full-funnel Google PPC, paired with niche targeting and strong creatives, can unlock scalable and profitable growth in competitive travel markets.
