Case Study: Walks of Italy boosts revenue and ROI with Google Marketing Platform

Walks of Italy boosts revenue and ROI with data-driven attribution and automated bidding

Google Marketing Platform helped Walks of Italy, a Rome-based walking tour company, address the challenge of maximizing summer bookings while better understanding a customer journey that often included multiple search touchpoints. As travelers researched options with both generic and branded searches, the company found that last-click attribution was overvaluing brand terms and undervaluing earlier-stage campaigns.

Using Google Marketing Platform’s Search Ads 360, Walks of Italy and its agency Merkle | Periscopix implemented a custom data-driven attribution model and applied it to target ROAS automated bidding. Google Marketing Platform’s approach improved visibility into the search path and helped reallocate budget to generic campaigns, driving a 33% year-over-year revenue increase, a 31% increase in transactions, a 25% increase in ROI, and a 69% increase in ticket sales.

Walks of Italy

Roisin O’Sullivan

Marketing Director