We initially launched 3 different PPC campaigns which included two search campaigns and one performance max campaign. The search campaigns were divided up by:

• People within the Liverpool City Region searching for activities to do with the children during the summer holidays.
• People across the UK, googling tourist attractions and things to do in Liverpool during the summer holidays.

The last campaign was the Performance Max campaign. This allows us to create multiple ads and assets and have them distributed across the Google universe including search, Gmail, YouTube, Display, Maps & Discover.

After several days we decided to focus solely on the Performance Max campaign as we were getting the best results and we didn't have the luxury of time to fully hone the results towards a lower cost per sale.

At the end of the 4-week campaign, we had generated over 5,000 clicks at 16p each. From those 5,000+ clicks, we were able to secure 398 sales which averaged 21.8 sales per day.

The value of those sales delivered a return on ad spend of 16.27.

Across Facebook and Instagram, we were looking not just for sales but also for brand awareness, which was an important aspect of the campaign.

Over the 4 weeks, our River Explorer Cruise ads appeared over 485,000 times and recorded 1,122 engagement metrics such as reactions, comments & shares.

In terms of performance, we reported 147 tracked sales (within a 7-day post-click window), giving us a return on ad spend of 3.13.