Case Study: WestJet achieves 40% less SEM support time and higher conversions with Adobe Media Optimizer

WestJet reaches more travelers with high-flying campaigns created with Adobe solutions

WestJet, Canada’s low‑fare, high‑service airline, needed a clearer cross‑channel view of customer behavior to drive more direct online bookings, encourage data‑driven decisions across teams, and reduce marketing costs. The challenge was to turn creative campaigns into measurable, personalized experiences that shift bookings to the website and app while improving conversion and operational efficiency.

By standardizing on Adobe Creative Cloud and Adobe Marketing Cloud (Analytics, Target, Audience Manager, Media Optimizer), WestJet unified data, automated personalization and optimized search and retargeting. The approach cut SEM support time by 40%, reduced weekend campaign costs by 14%, enabled tailored content that boosted conversion, and helped deliver about $1M in annual savings through better agency performance and campaign optimization.

WestJet

Jason Wiegand

Manager of Digital Analytics and Optimization