Everyone before us looked at one channel. Nobody looked at the whole funnel. The Dutch site had been translated, not rewritten, and the imagery didn't speak to the German audience. In a market where nobody knows you yet, trust has to do the selling.
Search
New Google Ads campaigns built on how Germans actually search for a trip like this, not a translated Dutch account.
Awareness
A top funnel layer on Meta. In an entry market nobody knows you yet, so awareness has to be built.
Landing page and creatives
Rebuilt around lead generation
A hero and imagery that matched the people who were actually booking
German, written for the audience and market instead of translated
The enquiry flow
Rebuilt from the ground up. Shorter, faster, without the questions that made people drop out halfway.
Email automations
Follow up on every enquiry, so leads stay warm until they are ready to book.
Augustus Schraven
Founder & CEO, SRFACE
"Hidde has been working with SRFACE for over a year and has become a key part of our team. What sets him apart is that he doesn't look at performance marketing in isolation, he understands the entire D2C funnel and is genuinely invested in the business."
Read the full review +
Cost per lead came down 80% and stayed there. The first drop showed up within a week of the new campaigns and landing page going live. The rest came from six months of optimising the whole funnel.
Not just more leads, but more marketing qualified leads, people who picked up the phone and were planning a trip. Sales stopped burning hours on contacts that were nowhere near booking. Google Ads was one part of the funnel, not the funnel. Fixing one channel would not have worked.
Next projects.
(2016-26©)
