Unlocking Full-Funnel Growth With Performance Max

Launching a refreshed brand for peak trading with YouTube-led performance strategy

With a volatile booking season ahead and competition intensifying in both generic and brand search spaces, Kuoni needed a paid media strategy that could flex with demand and still deliver growth. Through a Performance Max-led approach, we helped them increase lead volume, maximise ROAS, and reach new travel audiences.

What we did

Brand Campaign Integration

Creative & Audience Optimisation

Performance Max Activation

YouTube Awareness Strategy

The results

0

Increase in Performance Max leads

0

Increase in Paid Media sessions

0

YouTube impressions

The challenge

Kuoni needed to relaunch its brand proposition at a time of declining generic travel search demand and a competitive brand landscape. With early signs of poor market demand, rising CPCs and shifting customer behaviours, our challenge was to deliver strong performance results while rebuilding brand equity. We also had to align seamlessly with a separate, large-scale offline brand campaign – without cannibalising its impact.

Our approach

Our strategy combined performance innovation with creative and media agility. We simplified campaign structures, refreshed creative assets, and used dynamic optimisation to shift budget across channels and destinations in real time. YouTube and Paid Social fuelled branded search, while Performance Max was fine-tuned to scale both brand and non-brand traffic efficiently.

The impact

Our integrated media approach reintroduced Kuoni to high-value audiences at scale. YouTube delivered over 25 million impressions, directly fuelling branded search volume. Performance Max, optimised with YouTube creative, saw a 325% lead increase and a 276% session uplift. Despite a challenging market, our strategy proved how performance and brand investment can grow stronger together.