How We Generated 4,300+ Leads for a Bali Resort Using Google Ads Strategy?

Summary

Niche wellness experiences in Bali aren’t always easy to scale through paid search, which made this account particularly interesting to run. Over six months, from January through June 2026, we built a Google Ads program for a Bali-based hospitality brand offering a unique wellness experience. The strategy combined Branded Search campaigns with Performance Max prospecting to capture high-intent demand while reaching new audiences interested in distinctive wellness and hospitality experiences. The results were 4,308.35 conversions from €11,237.86 in ad spend, delivering a €2.61 cost per conversion, a 2.26% average CTR, an average CPC of just €0.21, and an 8.01% conversion rate.

Conversion Snapshot

Metric

Value

Total Spend	€11,237.86
Total Conversions	4,308.35
Avg. Cost / Conversion	€2.61
Avg. CTR	2.26%
Avg. CPC	€0.21
Conversion Rate	8.01%

No single campaign did all the heavy lifting here. It was the structure, brand capture plus broad prospecting, run side by side, that made the numbers work. And that structure is the part other resort and travel-activity brands can actually steal.

Marketing a niche wellness experience in Bali comes with a specific headache. Search volume is thin. Nobody’s typing “wellness experience in Bali” into Google in huge numbers, and the ones who are get lost among a mountain of generic “things to do in Bali” content that’s already fighting for the same eyeballs. Add seasonal tourist traffic on top, and you’ve got a market that punishes lazy targeting.

The client’s starting point was familiar: low lead volume, no real playbook yet, and a first campaign that hadn’t found its footing. There wasn’t a “we used to do X and now we do Y” story to lean on, we had to build the account structure from scratch and prove out what worked as we went.

What follows is the account structure we landed on, the strategies that actually moved numbers, a few mistakes we’re happy to admit to, and the results behind all of it.

Key Highlights

The account ran on two campaign types that did very different jobs.

Branded Search, split into Korea, Bali, and All Countries variants, caught people already searching for the wellness resort Bali experience by name. Performance Max (Generic) went after everyone else, tourists who hadn’t heard of this Bali wellness center yet but matched the behavioral and interest signals of someone who’d book it once they saw it.

The top performer by volume was Reseau de recherche Wellness Resort Bali, pulling in 2,230,331 impressions, 39,369 clicks, and 2,781.91 conversions at just €0.78 per conversion, with a 94.4% optimization score. Its 1.77% CTR was lower than the Search campaigns, but the sheer scale and conversion efficiency made it the account’s biggest volume driver.

Among the core Branded Search campaigns, RM Search_Brand | All Country remained one of the strongest performers, posting a 15.95% conversion rate and 526.80 conversions at €3.44 per conversion. With a 24.46% CTR and €0.55 CPC, the campaign showed exactly what you’d expect from high-intent branded demand: people already looking for the brand were considerably more likely to convert.

But the real workhorse was RM|Pmax|Generic. It drove the most volume in the account, generating 2,781.91 conversions from 39,369 clicks, while holding a 1.77% CTR and delivering those conversions at just €0.78 each. Performance Max proved to be the most efficient large-scale acquisition engine in the account, combining significant reach with an exceptionally low cost per conversion.

Zoom out and the account spent €11,237.86 over the period, generating 53,209 clicks and 4,308.35 conversions. Overall, the account delivered a 2.26% CTR, €0.21 average CPC, €2.61 cost per conversion, and an 8.01% conversion rate. With total daily budgets adding up to approximately €67 per day, the account had meaningful room to scale. A handful of campaigns also carried a “Limited by budget” flag for stretches of the period, worth flagging on its own, because a campaign that’s converting efficiently and still capped by budget is usually the clearest scaling opportunity sitting right in front of you.

Key Strategies That Improved Performance

Every client and brand is different, so there’s no one-size-fits-all approach to Google Ads. Before launching campaigns, we take the time to understand the key factors that can influence performance-including the target audience, market dynamics, consumer behavior, competitive landscape, search intent, and overall business goals.

This research helps us build campaigns around how the audience actually searches, evaluates, and makes decisions. From there, we develop and test the strategies that are best suited to the account. Here are the strategies that worked for us.

1. Location-Specific Campaign Structure

We created separate campaigns for key locations so targeting, budgets, keywords, and messaging could be tailored to the search behavior and intent of users in each market. This gave us better control over lead generation and allowed budget to be concentrated on locations generating stronger conversion opportunities.

2. Broader Intent-Based Targeting

Instead of relying only on searches for the specific activity, we expanded targeting around broader destination and experience-related intent. This helped us reach users searching for wellness experiences in Bali who may not have known about the resort yet, significantly expanding the pool of potential leads. 

3. Activity & Experience-Focused Keywords

We targeted searches around tours, attractions, activities, experiences, and things to do in the destination. This allowed us to capture users who were already in the discovery or planning stage and actively looking for experiences they could potentially book.

4. Audience Intent Segmentation

Audiences were segmented according to their level of purchase intent. Users researching what to do in Bali were treated differently from users actively searching for tours, activities, or bookable experiences. This helped us give greater focus to audiences with stronger conversion potential.

5. Search Demand Expansion Beyond the Core Activity

Searches for “wellness resort Bali” alone were limited, so we expanded into related searches around Bali activities, wellness experiences, attractions, and tours. This was critical for generating lead volume without depending entirely on a single low-volume keyword theme. 

6. Performance-Based Budget Allocation

Campaign, location, keyword, and audience performance were reviewed regularly to identify where the strongest conversion opportunities were coming from. Budget was shifted away from weaker areas and toward campaigns and search themes generating better lead volume and cost per conversion.

7. Branded Search for High-Intent Lead Capture

Branded Search campaigns captured users who had already discovered the experience and were actively searching for it by name. These users had stronger purchase intent, making branded campaigns an important source of efficient conversions while Performance Max focused on generating incremental demand.

8. Performance Max for Demand Generation

Performance Max helped us move beyond existing search demand and reach potential customers who weren’t necessarily searching for wellness experiences in Bali specifically. This allowed us to generate incremental leads from users whose interests, behaviour, and intent indicated they were likely to book a Bali wellness experience. 

9. Continuous Search & Conversion Analysis

Search and conversion data was reviewed regularly to understand which queries, locations, audiences, and campaign types were actually producing leads. Poor-performing areas were reduced while proven conversion drivers received more attention and budget.

10. Optimization Around Cost per Conversion

The focus wasn’t simply on generating clicks or traffic—it was on generating conversions at an efficient cost. Campaign decisions were therefore driven by conversion volume, conversion rate, and cost per conversion, helping us scale lead generation without sacrificing efficiency.

Mistakes & Lessons Learned

• Over-reliance on branded search: Branded campaigns often deliver strong conversion rates, but they naturally have a limited ceiling. Relying too heavily on branded demand can restrict overall account growth, making it important to balance brand traffic with non-branded acquisition campaigns.
• Limited keyword coverage: Launching with a narrow keyword set can restrict reach and trigger coverage gaps early in a campaign. Building a broader, well-researched keyword portfolio from the beginning helps capture more relevant search demand.
• Narrow audience targeting: Relying on a single audience signal or interest category can limit prospecting potential. Combining multiple audience signals, search intent, demographics, and behavioral data can help Google identify and reach higher-potential users.
• Creative fatigue: Even strong-performing ads can lose effectiveness over time as audiences become less responsive. Establishing a regular creative testing and refresh cycle helps maintain engagement and prevent performance decline.
• Underestimating Performance Max’s learning phase: Performance Max campaigns typically need sufficient conversion data, budget, and time to stabilize. Expecting immediate efficiency can lead to premature changes that interrupt the learning process and slow optimization.

Conclusion

Four thousand two hundred leads, €2.67 average cost per conversion, from a niche experience that doesn’t even show up in most keyword tools with meaningful volume. That’s not a fluke, and it’s not down to one clever tactic either, it’s the combination of branded search catching existing demand and Performance Max scaling reach into audiences that never knew to look.

The bigger point here is that this approach travels. Any niche tourism or wellness experience fighting the same battle, thin search volume, crowded generic content, seasonal swings, can run this same blueprint. Protect the brand, prospect broadly, test relentlessly, and reallocate based on what the numbers actually say rather than what the plan originally assumed.

If your account hasn’t been built this way yet, it’s probably worth a look. Sometimes the fastest scaling opportunity is a campaign that’s already performing well and just needs more budget behind it.

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