Mandarina

Mandarina needed a reliable way to capture high-intent
travel demand in Riga through Google Search.

The key challenge was to launch a campaign
structure that attracts people who are ready to book,
not users searching for general travel information,
free tips, or inspiration.

At the same time, accurate tracking was required
to understand which destinations and service
categories were generating inquiries,
and where the budget should be
allocated to maximize lead quality.

The goal was to build a clean Google Ads

acquisition flow - from analytics to keyword

strategy and scalable Search campaigns.

Technical infrastructure

• GTM setup: Implemented tracking for key lead actions without changing the website structure.
• GA4 configuration: Set up clean analytics to measure traffic quality and user behavior across landing pages.
• Conversion tracking: Configured primary conversions for inquiries to support optimization and performance evaluation.

Keyword research & intent control

• Semantic research: Collected and grouped keywords across major travel directions and service categories.
• Negative keywords: Built a strong negative keyword list to remove informational traffic and reduce wasted spend.
• Search intent mapping: Structured keyword groups by intent to match ads and landing pages more precisely.

Google Ads Search campaign setup

• Campaign architecture: Created a clear account structure with tightly themed ad groups.
• Ad copywriting: Wrote high-relevance ads focused on offers, destinations, and booking intent.
• Extensions setup: Added key assets to increase CTR and provide quick access to core services.
• Launch and validation: Tested early performance and adjusted keyword matching and negatives based on real search terms.

With a clean tracking foundation and a tightly structured
Search setup, Mandarina gained a predictable channel to generate travel inquiries from high-intent users.

GTM and GA4 provided reliable conversion measurement, while deep semantic research and negative keyword filtering protected the budget from low-quality traffic.

Well-structured ad groups and tailored ad copy improved relevance and click quality, making Google Search a scalable acquisition channel for the Riga market.