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Paid ads portfolio The Morocco trip, from ad to booking

Travel agency in Morocco · Facebook and Instagram · 7 to 12 € a day

Ad: collage of the Koutoubia mosque and the desert, with the price of 225€Ad: tea table and the list of what is included in the tripAd: a group around a campfire in the dunes, with the question Already thinking about your 2027 holiday?

The result

242sales of the same trip in the last 12 months, with ads of 7 to 12 € a day that open a conversation on WhatsApp

This work is part of a Método OTW case, with the goal of selling more trips.

Complete project in Método

Selling a trip to someone who has never seen us

Five days, from Marrakech to the Sahara desert, booked through WhatsApp with an agency the person has just met in an ad. The ads' job is to find people who want to go and get them talking to us.

The product
5 days and 4 nights, 225 € per person, flight not included.
Where it's sold
On WhatsApp. The ad opens the conversation.
Quote
Between 7 and 12 € a day, in ad sets of 3 €.
Question no. 1
The price. In the comments, many people didn't realise that the 225 € was per person and only the land portion.
Who the ads found
On Facebook, most of the budget reached women over 45; on Instagram, people between 18 and 34.

From ad to booking

  1. The ad says it all

    The price, the days, what's included and what isn't: "Flights are not included, but we help you find the cheapest one." Whoever clicks already knows what to expect.

  2. It opens a conversation, not a website

    The ad leads to WhatsApp, with a question already written. The itinerary one and the flights one each had 36% replies. When the ads led to a page, after 4 days and 91 visits they were paused.

  3. On the other side is Alice

    A person, with a name. The itinerary goes as a PDF and, for those who want to see more, the trip page.

  4. The price, no surprises

    The same price as the ad, per person, and departures every day. The question that came up most in the comments is answered before it is asked.

  5. Whoever is still thinking isn't forgotten

    Days later, a short message with the flight updated for the dates the person gave, ending with "Would you like to complete the booking?".

  6. Every conversation is counted

    Every day we record which ad each conversation came from, whether it replied and whether it bought. Meta optimises for conversations started; we decide by replies and by bookings.

The conversations on the phone are simplified and use the team's script, never customers' messages.

The creatives

Alice's creatives, with eight different angles: the price, the best time to go, the itinerary, the group, the couple, what's included. Some of those that ran:

  1. Creative: Already thinking about your 2027 holiday?Already thinking about your 2027 holiday?

    Planning ahead, as a group.

  2. Creative: Trip from Marrakech to the Sahara desertTrip from Marrakech to the Sahara desert

    Two places in one image: the idea of a journey.

  3. Creative: Complete trip with everything you need to knowComplete trip with everything you need to know

    Answers the price question before it arrives.

  4. Creative: Morocco for €225?Morocco for €225?

    The price up front, so that whoever clicks already knows what to expect.

  5. Creative: Best time to go to MoroccoBest time to go to Morocco

    The right season as a reason to go now.

  6. Creative: Experiences that last foreverExperiences that last forever

    A photograph of ours, in the desert, instead of a stock image.

Test, measure, cut

Ads aren't launched and forgotten. Every change is written down on the day it's made, with the reason. An example of how the first three weeks go:

  1. Launch

    Several ads, each with a different angle, all opening a conversation on WhatsApp. Small budget, split equally.

  2. First reading

    We count the conversations each ad brought and, more importantly, how many replied.

  3. What doesn't respond goes

    One ad brings many conversations but almost nobody replies. It goes, and the budget moves to the ones that bring interested people.

  4. Testing a new idea

    A new angle goes into an ad set of its own, so it doesn't take budget from the ones already working.

  5. Deciding by bookings

    With three weeks of data, you decide by what sold, not by what got the most clicks.

Do your ads bring clicks or customers?

Tell us how much you spend and what you get in return. We'll tell you what we'd change first.

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