Budget does not disappear in one place. It leaks a little in five — and usually in the one nobody checks.
Ad placements on Meta and Google are auctioned. How many brands want to reach the same person at the same moment directly determines what a click costs you.
In Antalya, when that competition sharpens is not a guess: the months when every tourism brand wants to be visible are known. The same budget does a different amount of work in different months of the year.
So the job is to spread the budget across the year — build the audience when it is cheap and return to that audience when it is expensive. A brand that only advertises in peak season is trying to introduce itself at the most expensive possible moment.
From impression to booking you lose people at every step — that is normal. What is not normal is not knowing which step. The right column shows what actually needs fixing at each one.
Left broad, an ad reaches many people cheaply and the report looks healthy. But showing a hotel ad to an audience that has just gone home counts as reach and spends as waste.
Fix: audience definition and exclusion lists
An interesting image earns the click. If the visitor could not tell what they were going to find, they leave within seconds — and the click has already been paid for.
Fix: what the copy and image promise
Sending every campaign to the homepage is the most common and most expensive mistake. An ad about a specific package should land on that package's page, not leave the visitor to search the site.
Fix: a landing page per campaign
A convinced visitor who has to hunt for the next step is lost. Ten-field forms on mobile, phone numbers that cannot be tapped and unanswered messages live at this stop.
Fix: form length, contact buttons, response time
With no conversion defined, the platform does not know what to optimise towards and drifts to the cheapest click. Here the loss is not in the budget but in the decision: a campaign that works looks like one that does not, and gets switched off.
Fix: conversion setup and consent-based tracking
NO PERCENTAGES ON THIS PAGE · EVERY ACCOUNT LEAKS DIFFERENTLY AND IT CANNOT BE SAID WITHOUT LOOKING
These are not alternatives to each other. Search catches people already looking; social convinces people who are not looking yet.
| OBJECTIVE | GOOGLE SEARCH |
META (IG / FB) |
YOUTUBE | GOOGLE DISPLAY |
TIKTOK |
|---|---|---|---|---|---|
| Bookings nowDemand exists, ready to buy | PRIMARY | SUPPORT | NOT SUITED | NOT SUITED | NOT SUITED |
| Enquiries and meetingsB2B, export, services | PRIMARY | SUPPORT | SUPPORT | NOT SUITED | NOT SUITED |
| Introducing a new brandNobody is searching yet | NOT SUITED | PRIMARY | PRIMARY | SUPPORT | SUPPORT |
| Building audience pre-seasonMeeting people cheaply | NOT SUITED | PRIMARY | SUPPORT | SUPPORT | SUPPORT |
| Returning to site visitorsRemarketing | SUPPORT | PRIMARY | SUPPORT | PRIMARY | NOT SUITED |
| Reaching a younger audienceCafés, events, retail | NOT SUITED | PRIMARY | SUPPORT | NOT SUITED | PRIMARY |
The mix shifts with sector and audience; this table is where the conversation starts, not where it ends.
We do not open campaigns before the list on the left is complete. If something is missing we finish it first — you do not need to find another agency for that.
Saying this costs us work. Not saying it costs the client money.
A campaign is only as good as the page it sends people to. How we build landing pages and measurement is on the web design page.
No. Budget is paid directly to Meta or Google from your own card, and all of it is visible in the platform account, which is opened in your name. Our management fee is separate and fixed. We do not take a percentage of spend, because that makes growing the budget profitable for us and quietly corrupts the advice.
Placements are auctioned, so when more brands bid for the same audience at the same time, cost per click rises. In tourism the crowded periods are predictable. That is why we spread the plan across the year: make the introductions in the cheap months and return to that built audience when it is expensive.
The landing page, measurement setup, a defined conversion, cookie consent and someone to answer enquiries. Campaigns launched without these produce visible spend and invisible results. If something is missing we finish it first rather than starting anyway.
Analytics and advertising cookies cannot run without the visitor's explicit consent, so tracking is wired to the consent banner and no data is collected from visitors who decline. This reduces the volume of measured data, but it is a legal requirement rather than a preference — and we do not build setups that ignore it.
Campaigns have a learning period and the first days of data mislead. A fair assessment needs at least one month of uninterrupted data. Switching budgets on and off every few days restarts that learning each time — it is the single most common source of waste we find in inherited accounts.
Yes, and we prefer it: existing history speeds up learning. The account stays in your name, we are added as managers, and our access is removed when the work ends. Opening a fresh account only comes up when the old setup cannot be repaired.
If you are already advertising, give us access or send screenshots; within three working days you get a written note on where the spend is leaking. If you have not started, you get the list of things to finish first.