80–160 leads a month. About half of them close.
The full-funnel paid media strategy behind it — Google Search & Display, Meta remarketing & lead gen, and LinkedIn for account-based reach — pulled straight from the ad accounts and the CRM.
What the data actually shows, in one screen.
Before the channel-by-channel breakdown, here's the condensed version — what's working, what's expensive, and what to do about it.
| Finding | Evidence | Signal |
|---|---|---|
| Category-intent search beats brand search | "api hotels" = 620 clicks, 48 conv. (7.7%) | Double down |
| One Meta campaign carries the lead engine | TC_26_Lead = 88% of all form leads at ₹115/lead | Double down |
| Webinar reconfirmation retargeting is expensive | ₹1,572/lead — 13.7x TC_26_Lead's cost | Reallocate |
| Middle East search underperforms | 0.63% CTR vs. 3.49% in Europe | Investigate |
| Mobile drives clicks, desktop drives spend | 84.7% of clicks mobile vs. 76.9% of cost on computers | Rebalance |
| Deal quality is rising even as volume dips | Total deals ↓6.1% YoY, but avg. won deal ↑21.1% | Healthy |
| Outbound's ROI improved sharply | Revenue ↑140.5% YoY on deals ↑46.7% | Healthy |
One funnel, three channels doing different jobs.
Rather than running Google, Meta, and LinkedIn as separate budgets competing for the same credit, each channel is built for a specific stage of the buyer journey — and every lead lands in the same Zoho CRM pipeline for the sales team to work.
3.6% CTR against a search market that includes Booking.com.
Account-level totals, all-time (Jun 2020 – Jul 2026), pulled directly from the Google Ads overview export.
Top converting keywords
| Keyword | Clicks | Conversions | Conv. rate |
|---|---|---|---|
| "api hotels" | 620 | 48 | 7.7% |
| "hotel booking" | 262 | 16 | 6.1% |
| "hotel api" | 352 | 12 | 3.4% |
| "hotel mapping" | 283 | 11 | 3.9% |
| "room mapping software" | 104 | 2 | 1.9% |
Regional campaign reach
| Campaign | Impressions | Clicks | CTR |
|---|---|---|---|
| Search — Europe | 30,041 | 1,048 | 3.49% |
| Search — SEA | 1,117,658 | 18,317 | 1.64% |
| Display Remarketing — Global | 5,947,525 | 95,222 | 1.60% |
| Search — Middle East | 438,146 | 2,776 | 0.63% |
Networks, devices, and who's actually searching.
The account-level splits behind the headline Google Ads numbers — where cost concentrates, which device drives clicks vs. spend, and the demographic pattern behind the 53% of impressions with known age/gender.
By network
| Network | Share of clicks | Share of cost | Avg. CPC |
|---|---|---|---|
| Google Search | 2.8% | 80.3% | ₹307.49 |
| YouTube | 0.0% | 0.3% | ₹229.16 |
| Search Partners | 0.6% | 3.0% | ₹50.02 |
| Display Network | 61.8% | 11.3% | ₹1.92 |
| Cross-network | 34.8% | 5.1% | ₹1.54 |
By device
| Device | Share of cost | Share of impressions | Share of clicks |
|---|---|---|---|
| Mobile phones | 21.9% | 53.6% | 84.7% |
| Computers | 76.9% | 33.9% | 9.7% |
| Tablets | 1.0% | 10.2% | 5.2% |
| TV screens | 0.2% | 3.0% | 0.4% |
Who's searching
Based on the 53% of impressions with known gender and age, the concentration sits squarely in males aged 25–34, tapering through 35–44 and dropping off past 55 — consistent with a B2B travel-tech buyer persona (OTA/travel-tech decision-makers, not consumer travelers).
Top-performing ad creative
1,940 form leads for ₹732K in spend.
Account-level totals, Jun 2023 – Jul 2026, from the Meta Ads Manager export. Meta is split cleanly between lead-generation campaigns (native forms) and remarketing campaigns (pushing warm traffic to start a trial).
Lead campaigns by cost efficiency
| Campaign | Leads | Spend (₹) | Cost / lead |
|---|---|---|---|
| TC_26_Lead_3-12-2025 | 1,706 | 196,663 | ₹115 |
| TC_Retargeting_Lookalike (1%) | 150 | 29,913 | ₹199 |
| Reconfirmation_Webinar_20.05.2026 | 84 | 132,051 | ₹1,572 |
Funnel-bottom & awareness campaigns
| Campaign / Ad | Result type | Results | Spend (₹) | Cost / result |
|---|---|---|---|---|
| Remarketing 02 (ad) | Trial started | 343 | 210,500 | ₹614 |
| Remarketing Ad 03 | Trial started | 16 | 61,065 | ₹3,817 |
| Remarketing Ad 01 | Trial started | 15 | 90,257 | ₹6,017 |
| Travel Connections_India | Landing page views | 6,714 | 11,207 | ₹1.67 |
| Travel Connections Video_India | ThruPlay | 988 | 73 | ₹0.07 |
| Travel Connections_Middle East | Landing page views | 19 | 625 | ₹32.91 |
Where the leads actually go: Zoho CRM.
Every lead — paid, organic, outbound, or event-sourced — lands in one CRM. This is the current Marketing Analytics Dashboard, year-over-year.
Deals by source
| Source | Deals created | YoY | Pipeline / Revenue |
|---|---|---|---|
| Organic & Paid | 87 | ↑ 45.0% | $133,968 revenue |
| Outbound | 44 | ↑ 46.7% | $68,546 revenue (↑140.5%) |
| Events | 48 | ↓ 48.4% | $53K revenue (↓58.2%) |
Five moves the data itself is pointing at.
Not general best practice — specific reallocations backed by the numbers above.
Consistent lead flow, and a pipeline that believes it.
The 80–160 leads/month and ~50% close rate are the team's own reported operating range. The account and CRM data above is what's actually producing it — a search program built on the keywords that convert, a Meta program with a clear cheapest-lead-source to double down on, and a CRM pipeline that grew 12.6% year-over-year even while total deal count dipped slightly — meaning the leads coming through are worth more per deal, not just more in volume.
The same discipline, applied everywhere.
This is the same "instrument everything, trust the number that moves" approach behind Outbound 360's ICP scoring, Supperbb's weighted supplier matching, and The Travel Connections' curated 2.5% acceptance rate. Paid media gets the same treatment: measured, attributed, and fed back into one pipeline.