Scaling seasonal travel advertising campaigns with automation

How Hurra™ Communications & Channable transformed l’tur’s Google Ads strategy

For l’tur GmbH, a leading brand in last-minute vacations, success in search ads meant more than just visibility, it required pinpoint relevance, speed, and adaptability. Travelers seeking spontaneous getaways expect offers tailored to specific destinations and dates.

However, building a paid search strategy that matched this expectation across seasons, regions, and search terms would typically require extensive manual input. That’s where Hurra™ Communications stepped in.

To unlock scalable growth and reduce the operational burden, Hurra™ partnered with Channable to fully automate and optimize l’tur’s Google Ads campaigns. The goal? Deliver seasonal, high-performing ads without the usual manual workload.

Efficiency, relevance & coverage

Hurra's™ campaign strategy was designed to address four main objectives. First, it needed to improve ad relevance by targeting long-tail keywords such as “holidays in March” or “last-minute Spain April.”

Second, it had to ensure landing page accuracy by dynamically inserting pre-filtered travel dates into URLs.

Third, Hurra™ aimed to automate the creation of ad groups eliminating the repetitive manual setup work.

Lastly, the team wanted to significantly scale the campaign structure to cover every month of the year and a growing list of destinations, while still maintaining control and performance quality.

Target audience

The campaign focused on searchers who were actively planning trips for specific months and destinations. This included a wide audience of spontaneous vacationers and deal-hunters looking for seasonal or last-minute travel offers, often typing in time-sensitive queries like “Mallorca beach holidays in June” or “last-minute trips to Spain in March.”

From static feed to fully automated campaigns

The initial setup from 2023 started with 19 manually created ad groups, mostly generic queries with month references, lacking destination-specific targeting or tailored landing pages. In early 2024, the first automation phase launched, moving from a manual setup to a dynamic structure with a static feed.

By leveraging Channable’s dynamic feed management capabilities, Hurra™ quickly evolved the setup into a robust, scalable machine.

By April, the first automation phase launched with 80 ad groups across 12 destinations and over 800 keywords, all generated dynamically. That number more than tripled by December, expanding to 315 ad groups across 28 campaigns and 3,500+ fully automated keywords.

Each wave of expansion took no longer than 1 hour to set live, thanks to Channable’s smart feed rules and templated logic.

Ad copy was adapted automatically to reflect urgency e.g., “Last-Minute March Deals” and final URLs were built with the correct date filters already in place. Campaigns could also be triggered to start and stop based on seasonal changes, further optimizing visibility and spend.

Performance uplift (YoY)

The results of this transformation were impressive. Impressions increased by 96%, far outpacing the general search market growth of 30%. Clicks rose by 10% in a flat search landscape, and automated, month-based ad groups saw a 76% higher conversion rate compared to older static ones.

The share of search impressions driven by month-based campaigns jumped from 0.9% to 1.4%, and 89% of the keywords in these groups achieved a Quality Score of 7 or higher.

Time-saving wins

What once took over 15 hours to build now takes just 5. Even better, there’s no need for recurring updates, the automation handles that. Minor adjustments to logic or ad copy can be handled centrally for efficiency.

Ad copy, final URLs, campaign timing were all dynamically adjusted through Channable at the ad group level, allowing control over seasonal relevance and traffic targeting.

With setup and maintenance off their plates, the team could shift focus toward high-impact strategic work like campaign testing and market expansion.

Solving search advertising’s toughest travel problems

In the past, managing month-specific campaigns for multiple destinations involved building and updating dozens of ad groups by hand a process prone to error and impossible to scale.

Channable allowed Hurra™ to fully automate creation and updating processes, freeing their team from repetitive tasks.

Ad customizers not allowed in final URLs

Google Ads limits the use of customizers in final URLs, making it difficult to direct users to tailored landing pages with pre-selected travel dates.

Channable overcame this by dynamically inserting date parameters into URLs within the feed itself, ensuring users always landed on a page that matched their intent.

Keeping ad copy relevant and urgent

In the travel industry, especially with last-minute deals, timing is everything. Static messaging often felt stale.

With Channable, Hurra™ automatically adjusted ad text to reflect the urgency of each campaign month providing fresher, more engaging copy like “Last-Minute March Getaways” or “Book April Deals Today.”

Scaling without losing control

Expanding from 19 to over 300 ad groups could easily introduce inconsistencies.

But by using a structured feed setup, Hurra™ was able to maintain high performance and campaign hygiene, even as complexity grew exponentially. The logic and structure used can now be applied to other campaigns, clients, and industries.

Innovation & scalability

This campaign isn’t just a travel win it’s a inspiration in scalable automation. Hurra™ Communications used Channable not only to simplify processes but also to unlock previously unreachable performance and scale.

What started as a manual effort for a few destinations turned into a robust, self-sustaining engine for seasonal travel ad, proving that Channable’s automation capabilities extend well beyond retail and can be applied across industries.

By replacing countless hours of manual labor with smart automation, Hurra™ delivered better results, faster execution, and a future-proof foundation for l’tur’s search campaigns.

Final takeaway

Hurra™ Communications and Channable redefined what’s possible in travel advertising. Through intelligent feed structures, dynamic ad groups, and automated campaign logic, they turned complex seasonal campaigns into a streamlined, performance-driven solution.

This partnership proves that with the right tools, even the most intricate Google Ads setups can scale efficiently, stay relevant, and drive measurable results.

From 19 to 315 ad groups. From static to dynamic. From tedious to innovative.

This is what next-level travel advertising campaigns look like.