Mickledore are one of the leading specialists in self-guided walking and cycling holidays in the UK.

Key stats

+92% Organic Traffic

-22% Cost-Per-Conversion

+36% CTR

The problem

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.

When we started working on the account, the objectives were clear:

  • Achieve an agreed target CPA
  • Bring more business through AdWords
  • Increase search traffic and bookings

The solution

We started by identifying keywords which were draining the budget without converting to sales or enquiries.

Our focus was on identifying keywords with conversion-intent, allowing us to reach users more likely to book.

Our focus for SEO has been on improving the ranks for specific walks.

There keywords identify a more engaged user, who is more likely to book (than a user searching for ‘walking holidays’).


  • Pay-Per-Click (PPC)

    As a result of continual optimisation, we achieved:

    • Paid traffic up +51%
    • +36% Click Through Rate
    • +32% Google Ads conversions
    • -65% Cost per Acquisition
    • -22% Cost per Click
    • -10% reduction in bounce rate

  • Search Engine Optimisation (SEO)

    Through white-hat SEO, we achieved:

    • 100%+ More Organic Traffic YoY
    • +57% Organic Goal Completions

    And the following ranking improvements:

    • Hadrian’s Wall walk (3rd)
    • Cleveland Way (3rd)
    • South downs Way (6th)
    • Great Glen Way (3rd)
    • Thames Path (6th)
    • Lake District walking holidays (1st)

  • 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.

    • +363% Social Traffic
    • +173% Goals from Social
    • -88% Social Spend