Since 2006 iGO SKI has been taking skiers and snowboarders on ski weekends and short break ski holidays in the French and Austrian Alps.

The brand has grown by providing more destinations, better chalets and hotels, more convenient travel options and faster transfers to resort whilst maintaining high level of service and outstanding value for money.

Key stats

+29% Organic Traffic

+119% Website Conversions

+114% CTR

The problem

iGO SKI’s success is based on its search presence.

Google is the largest sales funnels for the company, with seasonal AdWords pay-per-click (PPC) advertising campaigns representing the highest value form of traffic for the holiday operator.

Spending almost £80,000 per year on search marketing, the objectives were clear:

  • Decrease the cost-per-conversion
  • Generate more business through AdWords
  • Improve organic traffic and rankings
  • Increase online goals and bookings

The solution

When we took over the account from a well-known PPC agency, we identified keywords which were draining the budget without converting to sales or enquiries.

The bid strategy was performing poorly with bids set for positions 4-5. The cost-per-conversion was over £85 and the click-through-rate was slightly over 6%.

We focused on a well-optimised AdWords campaign, focusing on keywords with conversion intent.

On-page optimisation, content hierarchy and site usability have been key to organic improvements.

A structured plan of contextually-relevant link generation has helped to propel the iGO SKI website above its main competitors.


  • Pay-Per-Click (PPC)

    As a result of continual optimisation, we achieved:

    • +119% More Conversions
    • +114% Higher Click-Through-Rate (CTR)
    • -28% Reduction in Cost-per-Acquisition (CPA)

  • Search Engine Optimisation (SEO)

    Through white-hat SEO, we achieved:

    • +32% More Organic Traffic
    • 80+ First Page Keywords

    And the following ranking improvements:

    • Ski weekends (search volume: 15.000 on peak months) – From P.9 to P.2
    • Short ski breaks (search volume: 3.600 on peak months) – From P.16 to P.3

  • Social

    A mix of advertising and viral campaigns have been utilised to improve the Facebook following of the brand by over 10,000 followers.

    Pay-per-click advertising with effective targeting has resulted in a substantial improvement in visits and bookings from social advertising through to the brand website.