Jacada Travel

Jacada is a high-end travel brand focused on luxury travel, working with a team of travel experts to create authentic, responsible travel experiences across Africa, Latin America, Asia Pacific, and beyond. In 2021, as the world slowly emerged from the shadows of the pandemic, Jacada faced a new challenge of capitalising on the resurgence of consumer confidence in travel while turning browsing habits into leads. The task was clear but ambitious: fill the sales pipeline with high-quality leads, maximise return on ad spend, and maintain the integrity of Jacada’s brand promise.

StrategiQ’s journey with Jacada began with a deep dive into their existing paid search strategy. To meet Jacada’s ambitious targets, we developed a comprehensive, data-driven strategy that seamlessly integrated paid media, SEO, data analytics, and conversion rate optimisation (CRO).

Through a meticulous combination of keyword optimisation, audience targeting, and creative refinements, we not only met Jacada’s original deals target but exceeded it by 43%. One of the key elements of this success was the custom-built data attribution tool designed by StrategiQ. By integrating marketing campaign data with Jacada’s CRM system, the tool provided a comprehensive view of the customer journey, allowing for real-time insights and data-driven decision-making. 

Our approach was not just about driving volume, it was about driving value. By leveraging audience bid adjustments, focusing on high-intent keywords, and continuously optimising landing pages through A/B testing, we were able to attract higher-quality leads and improve conversion rates, all while maintaining a competitive cost-per-deal.

To ensure long-term success, we also introduced more specific trip types and locations within the paid search activity, broadening Jacada’s visibility in crowded auctions and increasing inquiries from high-value users. Through our custom-built DataStudio report, which aggregates Google Ads data with information from Jacada’s CRM system, we had complete visibility over which keywords/campaigns were the most valuable to push.

Despite significant increases in media spend to drive further deals, StrategiQ’s data-driven approach ensured that every dollar was spent efficiently. By continuously monitoring the competitive landscape and adjusting bids accordingly, we were able to save Jacada significant media costs while maintaining performance. This strategic spend management, coupled with ongoing optimisations, has solidified Jacada’s position as a leader in the luxury travel market.