Improving the effectiveness of Kettik Travel’s Google Ads account through auditing and implementing recommendations

Brand	Kettik Travel
Industry	Tourism
Geography	Uzbekistan
Tools	Google Ads performance audit and optimization

Objective

Kettik Travel is a national digital travel marketplace under the Beeline Uzbekistan brand, combining airline tickets, hotels, and vacations throughout the country with transparent rates and round-the-clock support.

Objectives:

Find additional growth points in an already configured Google Ads account.
Increase the volume of bookings while maintaining or reducing costs.
Optimize CPA and increase advertising profitability.

Solution

The Admixer Advertising team conducted a detailed audit of Kettik’s Google Ads account, identifying key growth points and reserves for optimization.

What steps we took:

We restructured the account — analyzed all active and archived campaigns, ad groups, and bidding strategies, eliminated overlaps, and strengthened the interconnection between campaigns to increase efficiency.
We refined targeting — we thoroughly reviewed geography, audiences, and language settings to more accurately reach the desired user segments and reduce acquisition costs.
We optimized the conversion model — we checked the correctness of event imports from Google Analytics 4 and set conversion priorities for more accurate automated strategies.
We redistributed budgets — we identified inefficient spending areas, optimized daily limits, and directed resources to the most effective campaigns.
We updated creatives — rewrote ad texts, added effective extensions and relevant visual formats to increase CTR and improve traffic quality.
Developed a long-term optimization plan — implemented a phased strategy with a regular cycle of analytics, testing, and adjustments based on current data.

This comprehensive approach allowed us to build a strong strategy that ensured stable growth in bookings, reduced CPA, and improved traffic quality in the first weeks of operation.

Results

Just six weeks after implementing the recommendations, the system began to find target users more accurately. The number of bookings increased by almost 80%, and the average CPA decreased by 40%. At the same time, CPC and CPM indicators decreased, confirming a more efficient budget allocation and an increase in the quality of traffic attracted.