Jasmytrip

The Challenge

Online travel is a high-competition, margin-sensitive category. This Pakistan OTA was generating bookings but the cost per acquisition had crept to a level that was squeezing profitability. Scaling volume while simultaneously reducing CPA required a strategic overhaul — not just budget changes.

Our Approach

### A Data-Backed Strategy to Cut CPA and Scale Bookings

**Golden content strategy**

Developing high-performing content assets — identified through audience data — that attracted and converted the specific traveller profiles most likely to book.

**Booking signal optimisation**

Feeding post-booking conversion data back into Meta and Google to improve algorithmic targeting toward users most likely to complete a purchase.

**Audience segmentation by travel intent**

Separating audiences by destination interest, booking window, and travel type to serve hyper-relevant ads at each stage.

**Google Search**

Capturing high-intent destination and travel package searches to convert users actively planning trips.

Results

| Metric | Value |

|--------|-------|

| CPA Reduction | 50%+ |

| Total Bookings | Thousands |

| Cost Trajectory MoM | Declining |

> CPA reduced by more than 50% while scaling to thousands of bookings — with acquisition costs continuing to improve as the strategy matured.