Case Study: TUI UK achieves 13% higher return on ad spend with Google Analytics Solutions

TUI UK drives 13% higher return on ad spend by investing in digital maturity

TUI UK wanted to make better use of its first-party business data to improve search advertising, using Google Analytics Solutions with Search Ads 360. The company had already analyzed travel-package profitability, but needed a more sophisticated bidding strategy and a way to apply that insight across digital marketing channels.

Google Analytics Solutions helped TUI UK activate its business data in BigQuery and connect it to Search Ads 360 through the Search Ads 360 API, enabling bidding based on predicted value. As a result, TUI UK achieved 10% media cost savings across search advertising and a 13% higher return on ad spend (ROAS).

TUI UK

Bart Quinton Smith

Director of Digital Marketing & CRM