Australian Tours and Cruises

Australian Tours & Cruises (ATAC) is a dedicated online travel agency responsible for several travel-focused sub-brands.

Their travel brands are:

• murrayrivercruises.com.au
• tasmaniatours.com.au
• kimberleytours.com.au
• 4wdhirecairns.com.au
• gulfsavannahtours.com.au
• australiandaytours.com.au
• capeyorktours.com.au

Each sub-brand targets a specific travel experience, allowing ATAC to appeal to a wide audience—from river cruise enthusiasts to adventurers seeking 4WD hire. As an online-only operator, ATAC depends on digital channels to generate leads and convert these prospects into bookings.

Following a change in ownership, ATAC identified several urgent objectives:

• Increase Lead Acquisition and Sales
  In a crowded travel market—dominated by global players with deep advertising budgets—ATAC needed to stand out and secure more bookings.

• Stay Competitive
  International platforms invest heavily in pay-per-click (PPC) advertising, making it crucial for ATAC to optimise its own campaigns and spend effectively.

• Enhance Tracking and Reporting
  More than 70% of ATAC’s sales are finalised over the phone. Capturing and attributing phone enquiries accurately was a high priority, especially as phone conversions can easily be missed without proper tracking tools.

• Diversify Revenue Streams
  Reliance on a small number of brands made the business vulnerable to market shifts. Building up multiple sub-brands helped to reduce volatility in monthly revenue.

• Multi-Platform PPC Management

  • Implemented Google Search Ads to capture high-intent travellers actively looking for specific Australian tours and cruises.
  • Deployed Facebook Ads for broader awareness, nurturing prospective customers from initial interest right through to enquiry or booking.
  • Utilised Google remarketing and Facebook remarketing to re-engage warm leads who had previously visited the sites but hadn’t yet converted.

• Advanced Tracking Setup

  • Installed server-side tracking through stape.io to achieve more reliable conversion data and overcome potential browser or ad-blocking limitations.
  • Tracked key actions such as form submissions, phone number clicks, cart additions, and purchases, ensuring all stages of the funnel were measured.
  • Integrated the ATAC CRM and email marketing platform to build remarketing and lookalike audiences from higher-intent prospects.

• Data-Driven Optimisation

  • Implemented continuous A/B testing of ad creatives, audience segments, and bidding strategies to fine-tune performance.
  • Adjusted spend across sub-brands based on real-time data, allowing higher return on ad spend (ROAS) and better overall results.

• Focus on Scalability and Consistency

  • Managed each sub-brand with tailored campaign strategies, accommodating different traveller interests without expanding internal resources.
  • Maintained full funnel coverage (from awareness to conversion) for each brand to create steadier revenue across the entire ATAC portfolio.

• Consistent Year-on-Year Growth
  ATAC recorded substantial increases in sales, surpassing 50% growth in 2025 compared to 2024. This performance has continued despite intense competition.

• Reduced Revenue Volatility
  Distributing investment across seven sub-brands evened out monthly earnings, eliminating the extreme highs and lows that come with relying on one or two brands.

• Efficient Use of Resources
  ATAC drove significant revenue improvements without adding extra employees. By outsourcing PPC management, they benefited from specialised expertise on demand.

• Accurate Conversion Tracking & Attribution
  With server-side tracking and CRM integration, ATAC achieved clearer insights into user behaviour. This level of detail allowed the team to confidently adjust campaigns and measure the true impact of each marketing dollar.

“Click Click Bang Bang manages PPC for seven of our travel brands and has helped us achieve consistent year-on-year growth, including over 50% in 2025 compared to 2024. Their services – spanning Google Ads and Facebook – give us the flexibility to collaborate with true experts as often as we need. By working with CCBB, we’ve avoided the complexity of hiring unfamiliar talent, and instead benefit from a dedicated team that delivers outstanding service and ongoing support. We couldn’t recommend their services more highly.”
— Sally Hennessy, Australian Tours & Cruises

1. Diversification Minimises Risk
   Managing multiple sub-brands enables ATAC to withstand market changes more effectively, as each brand caters to a different audience segment.

2. Comprehensive Tracking Enhances Strategy
   Implementing server-side tracking and integrating with CRM/email platforms provides a more accurate view of user behaviour, refining both targeting and creative approach.

3. Full-Funnel PPC Drives Sustainable Growth
   Covering awareness, consideration, and conversion stages ensures that travellers remain engaged throughout their journey, boosting overall bookings.

4. Lean Teams Benefit from External Expertise
   Outsourcing PPC work allows ATAC to tap into specialised knowledge without the overheads of a larger in-house team.

5. Consistent Testing Fuels Continuous Improvement
   Frequent testing and measurement of campaigns, audiences, and ad creative paves the way for incremental yet steady growth.