Case Study: Trafalgar achieves 50% reduction in cost per goal with Marin Software

White.net Drive 50% Financial Performance Improvement for Trafalgar

Trafalgar, a 67‑year‑old international guided‑holiday company, worked with White.net (SEOptimise Ltd) to improve paid search performance across multiple territories. The challenge was to balance soft conversions (brochure and quote requests) with actual bookings, optimise bids across a multi‑touch purchase funnel, and eliminate time‑consuming, error‑prone manual reporting and ad updates for seasonal offers.

White.net integrated Google Analytics with Marin Software, automated reporting via Excel Web Query, and used scheduled actions to deploy offer‑specific ads. This delivered daily optimisation visibility and faster campaign launches, cutting cost per goal by 50%, brand term CPC by 51%, halving budget‑monitoring time and saving 4.5 hours on monthly reports.

Trafalgar

Skye Sanders

Head of Group Marketing