Problem
Budget wasn't allocated to where it could do the most good across Priceline's airline campaigns on Google Ads. Order volume was dwindling, and return on ad spend lagged behind what the available budget and traffic could actually support.
Doubling Order Volume by Rethinking Bid and Budget Strategy
PricelineContext & Data
Using historical performance data across the airline campaigns, I identified where budget allocation, bidding, and keyword structure were leaving order volume and ROI on the table — pointing to specific campaign subsets as the highest-opportunity place to start.
Approach
Rather than applying one bidding rule across the board, I restructured bidding strategy per campaign subset based on each campaign's specific goals. Alongside that, I reallocated budget across campaigns toward the highest-opportunity segments and restructured keywords to better match search intent.
Tools
Google Ads for campaign management, bidding, budget allocation, and keyword structure, with SQL and Python for the underlying historical performance analysis across the airline product line.
Analysis & Execution
The changes rolled out across all airline products on Google Ads. Initial results were visible within about a week, which gave a fast read on what was working and let me keep tuning bidding and budget allocation from there.
Result
Order volume increased by more than 100% month over month, while cost per acquisition decreased and overall profitability improved.
Learnings
Even an already-successful strategy can have real pockets of untapped opportunity — this wasn't about fixing something broken, it was about finding where an already-working approach could be optimized further.