Helping tour operators grow direct bookings through proven marketing systems.
~$1K
Monthly ad spend
~$6K
Monthly direct bookings
~6×
ROAS
Bookings come straight from their site instead of Viator.
PrimeOne is a Cancun day-tour operator. Before this work, 100% of their bookings came through Viator. Even now — being honest — Viator is still 98–99% of their volume. The Google Ads channel is new, small, and growing.
We didn't try to replace Viator. We started a parallel direct-booking channel using Google Ads, targeting people Googling specific tours in Cancun right now, ready to book.
These are the current monthly numbers. Direct booking is still the small slice — Viator is still the bulk — but the slice is growing on its own engine now.
~$1K/mo
Google Ads spend
Tracked monthly. Lean budget, fully attributable.
~$6K/mo
Direct bookings
Range: $6K–$7K/mo. Straight from the site, not Viator.
~6×
ROAS
Current run-rate on Google Ads. We track this every week.
98–99%
Still Viator
Being honest — Viator is still the bulk of total volume. Direct is the new, growing slice.
On about $1,000/month in Google Ads spend, PrimeOne is currently generating $6,000–7,000/month in direct bookings. That's roughly 6× ROAS, with bookings coming straight from their site instead of Viator.
And critically: every direct booking keeps the ~25% commission that would otherwise go to Viator.
The custom admin we built shows every booking, every Skip the Line ticket, and every direct-booking dollar in one place. Customer names and emails are redacted; everything else is real.
01 · Direct-booking dashboard
The booking-platform admin we built for PrimeOne. ~$6K of the $30K monthly direct-channel revenue is attributable to Google Ads — the slice this case study is about.
02 · Skip the Line — the Viator reality
Reservation codes prefixed with VIA- are Viator-issued. This page shows why moving even 5% of bookings to direct is meaningful margin recovery — and why the work isn't done yet.
03 · Real bookings, real volume
The bookings list — 205 confirmed direct bookings in the last 30 days, with package and travel date on each row. Customer names redacted; package codes and pricing are real.
04 · Performance, by tour
Bookings concentrate on three Chichen Itza variants. That tells the campaign exactly where to spend: high-intent search on Chichen-Itza-from-Cancun queries, not a generic "Cancun tours" brand campaign.
05 · Google Ads — the cause of the direct slice
Performance summary from the Google Ads account driving the direct bookings shown above. Conversion value tracks alongside impressions and CTR — the campaign is the lever moving the direct slice of revenue.
Honest note: these are targets, not current numbers. Current run-rate is the $1K → $6K number above.
Free 5-minute Google Ads audit. I'll look at your current setup and tell you whether Google Ads makes sense for you — and what I'd do first if it does.
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