Case Study: Copa Airlines achieves higher CTR, conversions, and revenue with PROS airWire, airTRFX, and airSEM

Increasing Search Ad Click-Through Rate, Conversion, and Revenue by Displaying Real-Time Fares

Copa Airlines, founded in 1947 and serving over 80 destinations across 33 countries in the Americas, wanted to improve the click-through and conversion rates of its paid search campaigns. The airline was struggling with low-quality scores and low ad positions in domestic and international SEM, and turned to PROS products including airTRFX, airSEM, and airWire to address the challenge.

PROS implemented real-time fares in Copa Airlines’ search ads and landing pages using airTRFX, airSEM, and airWire, creating tighter relevance between ads and conversion-focused landing pages. This improved Quality Score and Google ad position, driving higher CTR, conversion, overall revenue, and revenue per visit while lowering cost-per-click. Copa Airlines reported a 216% increase in revenue, a 36% decrease in cost of sale, and a 56% increase in ROI after launching airSEM.

Copa Airlines

Yiselle Cabezas

Marketing Manager