Lowering cost per enquiry, period on period, for a luxury travel specialist
How we drove Red Savannah’s cost per enquiry down and their enquiry rate up across three consecutive periods, delivering more qualified enquiries for every pound spent.
The partner
Red Savannah is a multi-award-winning luxury travel company, founded in 2011, specialising in tailor-made journeys and hand-picked private villas worldwide. Their destination specialists each bring at least ten years of experience, and their work has been recognised by Condé Nast Traveller, Travel + Leisure and a King’s Award for Enterprise.
In a high-consideration market where a single enquiry can lead to a substantial bespoke trip, the quality and cost of each enquiry matter far more than raw click volume.
Quick look at the results
-32%
Cost per enquiry (YoY)
+69%
Enquiry rate (YoY)
3
Consecutive periods of improvement
2.6x
Click-through rate (YoY)
The challenge
Red Savannah’s account was spending heavily for broad visibility, but a large share of impressions and clicks were not translating into enquiries efficiently. A year ago the account ran much higher spend at a low enquiry rate and a high cost per enquiry.
The brief was clear: protect the flow of high-quality enquiries while making each one work harder, bringing the cost per enquiry down without sacrificing the quality of leads that a luxury travel business depends on.
Our approach
As part of onboarding, we rebuilt the account’s measurement foundations. We audited and standardised the conversion tracking infrastructure in Google Tag Manager so that it was robust and consistent, giving us more accurate tracking and attribution across every website channel. We also layered in enhanced conversions for both Google Ads and Microsoft Ads to strengthen the conversion signal.
To sharpen lead attribution, we implemented a method to capture Google and Microsoft click IDs (GCLID and MSCLKID) as part of each form submission. These are stored against every lead so they can later feed offline conversion actions back into both ad accounts, connecting genuine enquiries to the clicks that produced them.
Once conversion volume had grown and the data was reliable, we built several custom experiments using automated bidding strategies, which transformed both conversion volume and cost per enquiry account-wide.
We tightened targeting toward high-intent search demand and structured ongoing ad-copy testing across the account, running controlled responsive search ad variants to learn which messaging drove the most efficient enquiries.
As the winning variants compounded, relevance improved: click-through rate more than doubled, the enquiry rate climbed period on period, and the cost per enquiry fell steadily.
We delivered these gains while reducing wasted spend, so the account now produces more efficient enquiries on a leaner budget.
"When we approached Growth Minded Marketing, we were frustrated with a weakening of our PPC campaign performance, with CPA increasing and stalling growth. Their team implemented improved campaign performance visibility, as well as various measures to reduce our cost per conversion considerably, enabling us to compete in a highly competitive environment - our primary goal. Regular calls and visibility via a Looker Studio dashboard, as well as a budget tracker have all instilled confidence. Through their data-led approach, they've also been able to provide us with incredibly useful industry insights which have backed up some of our findings and helped to plan a strategy around search indicators. They're personable, innovative, great to work with and it feels like they're always on our side, motivated by our growth."
— Sarah-Leigh Shenton – Director of Marketing
The results
Red Savannah: core KPI improvements
Cost per enquiry falling • Enquiry rate rising • three consecutive periods
| Google Ads | This periodFeb–June 2026 vsSep 2025–Jan 2026 | Prev yearvs Feb–June 2025 |
|---|---|---|
| Cost per enquiry | ▼27% | ▼32% |
| Enquiry rate | ▲50% | ▲69% |
| Click-through rate | ▲122% | ▲159% |
Red Savannah: cost per enquiry down 32%, enquiry rate up 69% (YoY)
The headline is sustained efficiency: lower cost per enquiry and a higher enquiry rate, achieved
period on period and on materially lower spend than a year ago.
Cost per enquiry fell for the third consecutive period: down 27% on the previous period and 32% year-over-year.
Enquiry rate rose for the third consecutive period: up 50% on the previous period and 69% year-over-year.
Click-through rate more than doubled versus both comparison periods, as spend concentrated on the most relevant searches.
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