Website: Bordeaux Wine Pilgrim offers luxury and private wine tours and bike rentals in Bordeaux and Saint-Émilion
Objective: Audit the client's past Boost-it Instagram Ads and their existing Google Ads. The goals differed by service line: generate inquiries for high-ticket private tours (most confirmed tours are valued above €1,000) from high-income US audiences, and build local demand for low-ticket bike rentals (from €29).
Dates: Campaigns launched between June and August 2026 and are ongoing.
Meta retargeting turned warm interest into inquiries at €5.78 each, while Google Search held the largest share of voice in luxury tour auctions.
A two-funnel plan: awareness-then-retargeting for high-ticket private tours, and a single awareness campaign feeding Google for bike rentals.
Video and image ads built for each service line and funnel stage.
Seven campaigns established across Meta and Google, with conversion actions matched to each service's goal.
Performance Max and Search campaigns for both private tours and bike rentals.
Awareness and retargeting campaigns, optimized by creative-level results.
Meta ads worked best with a dual-campaign approach. Retargeting ads convert at about one-eighth the cost of awareness ads, which is why we use this dual-campaign structure for Meta ads. Each campaign objective serves a unique purpose: awareness ads build a warm audience, while retargeting ads convert that audience into qualified leads.
We report cost per inquiry rather than ROAS because conversion values are placeholders. Private tour inquiries carry a €29 value (the site's cheapest item), although most confirmed private tours exceed €1,000; bike rental checkouts carry the GA4 value, or €11 when none is passed.
In other words, the private tour ads require a 2.8% email lead-to-sale rate to cover total marketing ad spend. Confirmed bookings are handled outside the ad platforms and are not part of the reporting for our most basic retainers.
