Case Study: Global Travel Company achieves 59.77% lead quality and 58% lower cost-per-lead with GE Digital

Improving Lead Quality With The Google Display Network’s In-Market Segments

Global Travel Company, a global travel company specializing in first- and business-class flights, was getting high click volume but poor lead quality from Google Display Network (GDN) campaigns. GE Digital stepped in to improve lead quality using Google Display Network’s In‑Market Segments and destination-focused creative and landing-page tactics.

GE Digital implemented In‑Market Segments targeting users in-market for first/business-class tickets and specific destinations, optimized creatives to one destination per ad group, and shifted most GDN budget to the initiative. Over four months lead quality rose from 31.80% to 59.77%, cost per lead fell 58%, CTR increased from 0.10% to 0.21%, CVR rose from 2.2% to 5.1%, and total leads grew 73%; GE Digital also noted that qualified traffic moved into the In‑Market campaigns, so other GDN efforts experienced a drop and budgets should be adjusted accordingly.