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Google Ads System for a Leading Travel Brand | Bohemia Case Study

What does it take to manage Google Ads for one of Bulgaria’s most recognized travel brands - across online bookings, physical offices, phone inquiries and a nationwide partner network? This case study presents the Google Ads strategy, account structure and end-to-end management developed and executed by Daniel Gotsev for Bohemia Travel Agency between 2017 and 2025. During the management period, the campaigns generated: * 1.34+ billion impressions; * 6.54+ million clicks; * a large-scale structure covering destinations, sub-destinations, travel types and travel occasions. The case study shows how the account was built around: * clear separation between brand and non-brand search; * non-brand transactional queries in phrase match; * destination-, intent- and occasion-based campaign structures; * buyer-persona-based copywriting; * remarketing by depth of user interest; * engagement and online-to-offline measurement; * support for multiple sales channels. The core structure did not rely on Performance Max, Dynamic Search Ads, AI Max, Optimized Targeting or automatic mixing of brand and non-brand demand. The presentation also includes an original branded-search analysis based on Google Keyword Planner data across a broad tracked competitive set. The findings indicate that Bohemia’s branded search demand retained positive momentum after the broader tracked market trend had already started weakening. The analysis is interpreted through the Share of Search framework associated with Les Binet’s research, while avoiding claims of proven causation. The case study concludes with a client recommendation from Bayko Baykov, General Manager of Bohemia Ltd. Looking for a Google Ads system - not just a collection of campaigns? Book a meeting: https://meetings.hubspot.com/daniel-gotsev/ Daniel Gotsev Performance Marketing Consultant Google Ads | Analytics | Tracking | CRM LinkedIn: https://www.linkedin.com/in/daniel-gotsev/ Email: daniel.gotsev@advalue.bg

Marketing◦
Related topics:
Google Ads• Google Analytics• digital-strategy•PPC Advertising Trends• Online Marketing• Travel and Tourism•Brand Management•Web Analytics Overview•
Google Ads System for a Leading Travel Brand Case Study: Bohemia Travel Agency Management period: 2017–2025 Google Ads strategy, structure and end-to-end management: Daniel Gotsev Performance Marketing Consultant
Context Bohemia is one of the most recognized travel brands in Bulgaria. The agency sells tours and holidays through several channels: • physical offices in major cities; • online through its website; • a partner network of hundreds of travel agents across the country. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
Account Scale During the management period, the Google Ads campaigns achieved: • over 1.34 billion impressions; • over 6.54 million clicks; • a structure covering dozens of destinations, sub-destinations, travel types and occasions; • separate campaigns for brand and non-brand search; • occasional list-building campaigns; • remarketing audiences based on depth of interest. This was an account with scale, complexity and seasonality that required a systematic approach – not just “running ads”. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
A Brand With Very High Search Demand The “Bohemia” brand has approximately 35,000 average monthly searches. When searching for “Bohemia” in Google, the first results page is dominated by results related to the travel agency – including results from other websites. This indicates strong brand recognition and clear user intent. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
Brand Demand Resilience Bohemia’s branded search demand continued to grow after the broader trend across the tracked competitive set had already turned downward. • Category MA12 peak: Apr ’24 • Bohemia MA12 peak: Oct ’24 • ~6 months of additional momentum The pattern is consistent with advertising helping the brand retain momentum during a weakening category trend. Descriptive analysis; the observed relationship does not prove causation. Data source: Google Keyword Planner Conceptual reference: Les Binet, Share of Search research Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev Jun '22 Sep '22 Dec '22 M ar '23 Jun '23 Sep '23 Dec '23 M ar '24 Jun '24 Sep '24 Dec '24 M ar '25 Jun '25 Sep '25 Dec '25 M ar '26 0 200,000 400,000 600,000 800,000 Total for tracked travel brands Tracked competitive set - MA12 Jun '22 Sep '22 Dec '22 M ar '23 Jun '23 Sep '23 Dec '23 M ar '24 Jun '24 Sep '24 Dec '24 M ar '25 Jun '25 Sep '25 Dec '25 M ar '26 0 20,000 40,000 60,000 80,000 100,000 Bohemia Bohemia MA12
Why the Separation Mattered With a strong brand, Google Ads results can look impressive when brand and non-brand traffic are mixed together. That is why the account was structured with clear separation: • a dedicated campaign for brand searches; • separate campaigns for non-brand transactional queries; • separate coverage by destinations, travel types and occasions. This allowed clearer control over the traffic source and the actual user intent. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
What Was NOT Used The core structure DID NOT rely on: • Performance Max; • Dynamic Search Ads; • AI Max; • Optimized targeting; • automatic mixing of brand and non-brand queries; • black-box campaigns that hide where traffic and results come from. The focus was on control: queries, intent, messaging and audiences. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
The Core Search Approach The main acquisition structure was built around non-brand transactional queries in phrase match. Example logic: • tours to a specific country; • holidays in a specific destination; • travel around holidays; • offers for a specific city, region or route; • queries with clear purchase intent or active research intent. Brand search was separated into a dedicated campaign. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
Campaign Structure The campaigns were built around real user search behavior: • separate campaigns by country; • separate campaigns for tours and holidays; • separate campaigns for sub-destinations; • campaigns for regions and routes; • campaigns around holidays and travel occasions; • occasional list-building campaigns to increase email newsletter subscribers. The goal was for each query to lead to the most relevant offer or next action. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
Copywriting Based on Buyer Personas The copywriting was not written “by feel”. The ad messages were built on: • buyer personas; • AI-assisted research; • open-source research without AI; • information from the advertiser; • universal buying motives. According to data cited by Google, creative can be responsible for 49% of the total sales impact of advertising. The vast majority of ads reached Excellent Ad Strength without compromising the quality of the messaging. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
Measurement Tracking was not limited to online bookings. The measurement included: • actions from the online booking process; • engagement signals on the website; • actions in Google Business Profile locations; • interactions showing real interest before purchase. The main focus was engagement – because many customers research online but buy offline: in an office, by phone or through a partner travel agency. Local actions were part of the broader engagement measurement framework, not a separate focus on local campaigns. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
Remarketing by Level of Interest Remarketing was structured according to the depth of user interest. First level: • Visitors to category pages – destination, travel type or travel occasion. Second level: • Visitors to pages with specific travel programs – product pages with real offers. Optimized targeting was NOT used for automatic expansion to broader audiences. The audiences were built around real behavior and specific interest. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
Why this worked for the business Google Ads did not support only online bookings. The campaigns supported the entire sales ecosystem: • online bookings; • physical offices; • phone inquiries; • partner travel agents; • users who first research and buy later. This was especially important for a business where the offline channel has a significant share of sales. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
What This Case Study Shows This project demonstrates experience with a large-scale Google Ads account, a strong brand, complex structure and real business complexity. The key was not simply to buy clicks. The key was to build a system that connects: • search; • intent; • ad message; • destination; • remarketing; • online and offline actions; • different sales channels. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
Final Takeaway This is the difference between “running ads” and building a performance system. In this account, Google Ads was managed through: • detailed Search structure; • clear separation between brand and non-brand search; • non-brand transactional queries; • buyer persona copywriting; • campaigns by destinations, occasions and intent; • remarketing based on real interest; • measurement of online and offline actions. Result: a large-scale Google Ads system for one of the most recognized travel brands in Bulgaria. Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev
Client Recommendation “I am extremely satisfied with Daniel's work. He defended the theses he considered correct with great perseverance and methodically imposed an up-to-date concept for the successful marketing of Bohemia on Google. I am impressed by his competence and drive to be the best. Our long-term cooperation has paid off with incredible results and is the basis for new future projects.” Daniel Gotsev | Performance Marketing & Paid Acquisition | linkedin.com/in/daniel-gotsev Bayko Baykov General Manager, Bohemia Ltd. LinkedIn Recommendation, July 2026
Do you need a Google Ads system, not just campaigns? Serious budgets, complex catalogs and multi-channel sales require a system — not a chaotic set of campaigns. Structure. Tracking. Remarketing. Optimization. Sales. Let’s build a Google Ads system for your business. Book a meeting: meetings.hubspot.com/daniel-gotsev Daniel Gotsev Performance Marketing Consultant Google Ads | Analytics | Tracking | CRM linkedin.com/in/daniel-gotsev daniel.gotsev@advalue.bg Or scan to book a meeting: