Overview
Samui Fishing Club & Resort is a specialized fishing resort in Koh Samui, Thailand, catering to sport fishing enthusiasts and leisure travelers. The campaign focused on leveraging Google’s full-funnel advertising ecosystem to build awareness, nurture intent, and convert high-quality traffic into bookings.
The Challenge
The travel and hospitality category in Thailand is highly competitive:
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Rising CPCs in generic travel searches
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Seasonality impacting demand consistency
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Difficulty standing out among traditional beach and resort ads
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Need to attract a niche audience (fishing enthusiasts) rather than mass tourists
The core challenge was to drive profitable conversions while maintaining strong engagement and ROAS.
฿1.84M
Revenue Generated
15.2X
ROAS
367
Total Booking
The Solution
A full-funnel Google PPC strategy was deployed, combining awareness, consideration, and conversion-focused campaigns.
Build Up top of funnel demand
Youtube Ads for Awareness
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Targeted travelers interested in Thailand vacations and fishing experiences
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Ran engaging video ads showcasing:
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The resort’s scenic environment
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Professional fishing setup
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Large and exciting fish catches
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This created aspiration and emotional engagement among fishing enthusiasts.
Retargeting for Engagement & Conversion
Users who interacted with YouTube ads entered a retargeting funnel:
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Retargeted via Google Display and Search Ads
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Ads highlighted:
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Booking options
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Pricing transparency
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Limited-time offers
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This ensured Samui Fishing Club stayed top-of-mind during the decision phase.
Google Search & Performance Max Campaigns
Search Ads
Focused on high-intent keywords such as:
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“best fishing resorts in Thailand”
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“fishing trips in Koh Samui”
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“Thailand fishing tours”
Performance Max Campaigns
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Used Google’s AI-driven optimization
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Served ads across:
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Search
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YouTube
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Display
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Discover
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Gmail
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Maximized conversion opportunities across Google’s entire inventory.
Ad Creative & Landing Page Optimization
To improve conversion efficiency:
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Crafted compelling ad copy highlighting the ultimate fishing experience
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Optimized landing pages with:
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Clear and prominent CTAs
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High-quality fishing and resort imagery
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Customer testimonials and trust signals
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This reduced friction and improved booking confidence.
Campaign Performance
Campaign Performance
The strategy delivered exceptional efficiency and profitability:
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Total Ad Spend: ฿86,600
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Total Bookings: 367
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Total Revenue Generated: ฿1,835,000
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Average CPC: ฿5.97
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CTR: 14.5%
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ROAS: 21.2x
Outcome
By combining YouTube awareness, strategic retargeting, high-intent Search, and Performance Max, the campaign:
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Delivered outstanding ROAS (21.2x)
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Drove consistent, high-quality bookings
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Positioned Samui Fishing Club & Resort as a must-visit destination for fishing enthusiasts in Thailand
This case highlights how full-funnel Google PPC, when paired with niche targeting and strong creatives, can unlock scalable and profitable growth in competitive travel markets.
