PPC Specialist
for Tours, Activities & Experience Providers
Marketing a tour or experience is different from marketing any other type of business. You’re not just selling a product, you’re selling a moment, a memory, a once-in-a-lifetime experience.
As a paid media consultant specialising in tours, activities, and attractions, I help operators grow bookings through proven, data-driven paid media strategies. With performance-focused campaigns across Google and Meta Ads, you get the expertise of a tourism specialist - without the cost of a full agency.
Whether you're a local guide or a global multi-day operator, I help you reach more travellers, increase visibility, and maximise return on ad spend.
Hi, I'm Amy McGibbon
I’m a certified digital marketer and PPC specialist with over eight years of experience in helping businesses grow through strategic, data-driven advertising. Over the years, I’ve worked with more than 50 tourism brands, from experience-based providers like ice skating, ziplining and adventure parks, to day tour operators running food, bike, walking and boat tours - right through to multi-million-pound multi-day operators offering large-scale international itineraries. I understand how each type of tourism business converts and how travellers move from inspiration to booking.
Alongside my tourism expertise, I’ve also managed campaigns for high-profile brands such as Porsche, BMW and Powerhouse Fitness, bringing big-brand performance standards, creative quality, and a results-first mindset into every account I manage.
I specialise in building full-funnel, multi-channel strategies across Google and Meta - combining awareness, inspiration, retargeting and conversion into one clear, cohesive system that drives more bookings at a lower cost.
Let’s grow your business together! 🚀
I provide bespoke needs-based services tailored to your business, nothing cookie-cutter over here.
With extensive expertise across a range of channels, I specialise in helping tour operators grow across platforms like Google and Meta Ads. I understand the unique challenges that tourism businesses face and provide tailored strategies that not only drive results but also ensure you can track the return on your ads. From optimising your campaigns to providing clear insights into your online presence, I’m here to help you understand how your digital marketing efforts are working and ensure they’re driving real growth.
PAID SEARCH
Paid search is a powerful channel for tourism businesses, reaching travellers the moment they’re actively searching. This high level of intent makes it one of the most effective channels for driving bookings.
With extensive experience managing complex accounts, I specialise in creating granular search strategies, implementing structured campaigns, performing bid and budget optimisations, running A/B ad copy tests, and providing detailed performance reporting with actionable insights.
PAID SOCIAL
Meta’s advanced targeting and pixel tracking abilities make it an essential tool for tourism businesses, helping you reach travellers at every stage of the funnel, from inspiration to booking.
I stay ahead of platform updates to expertly manage and optimise paid social campaigns, uncover creative opportunities that capture attention, and leverage Meta’s technical features to drive strong results and maximise return on ad spend.
AUDITS
Not seeing the bookings you expected from your ads? I’ll conduct a comprehensive audit of your Google and Meta accounts to uncover missed opportunities, identify inefficiencies, and optimise performance for maximum ROI. From resolving tracking and targeting issues to refining advanced bidding, keyword, and audience strategies, the audit provides clear, actionable recommendations to help your campaigns convert more travellers and get the most from your budget.
EVENT TRACKING
I set businesses up for online success with complete website event tracking and seamless integration of Google Analytics, Google Ads, Google Tag Manager, Meta Ads, and Meta Pixel.
This comprehensive setup ensures that every marketing and tracking tool is working flawlessly, providing the data needed for smarter optimisations and strategic, results-driven decision-making.
We Create Impactful Ads with Scroll-Stopping Visuals
Working with my trusted design partner with over 10 years of experience, we create ads that capture the spirit of your tours and experiences and stop travellers mid-scroll. From carousel ads and single images to Instant Experience, slideshow, video, and story formats, every creative is designed to showcase your tours and experiences in the most engaging way, stand out in crowded feeds, and drive bookings. Each ad is meticulously optimised for its platform to turn interest into action.
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I understand the entire traveller journey, from dreaming and discovery to research, comparison, and booking. Every stage of the funnel requires a different approach, and I know how travellers interact with content and ads at each step, ensuring campaigns are aligned with intent and maximise conversions.
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Tourism businesses face very specific hurdles, from seasonality and fluctuating demand to competition with OTAs and global operators. I’ve seen how these challenges impact campaigns and know how to factor them into strategy, ensuring paid media is tailored to each operator’s needs, scale, and type of experience.
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I’ve led paid media strategy at The Tourism Marketing Agency, managing campaigns for 50+ operators. This experience has given me deep insight into what drives bookings, how travellers engage, and how to build strategies that scale, making me uniquely equipped to help tour operators grow through data-driven, full-funnel campaigns.
Ready to Get More Leads and Sales with PPC?
If you’re ready to grow bookings, cut wasted spend, or understand what’s happening inside your ad accounts, reach out. I’ll take a deep dive into your performance and show you exactly where the biggest wins are for your business.