Radko Tour – international bus transportation company
Contextual Advertising
Radko Tour — a Ukrainian company with over 10 years of experience in international bus transportation. Main destinations — Germany and Finland, and from April 2025, a new route Kyiv–Bonn has been launched.
Target audience: Ukrainians who have left abroad due to the war — families, students, travelers. For them, key selection factors are affordable price, comfort, and no transfers.
Tasks:
- Reduce lead cost. The goal is to achieve working CPL metrics within $2–3.
- Stabilize the flow of applications. Ensure predictable bus load for all routes.
- Launch the new route Kyiv–Bonn in the market. Check demand and achieve KPI without "draining" the budget.
- Maintain competitiveness in an overheated market. Dozens of carriers offer similar routes, so systematic marketing is necessary to retain market share.
How it all was:
1. Conducted an audit of channels and identified Meta Ads as the main driver of applications.
2. Focused on video ads (+15–20% to CTR, -50% to CPL).
3. Launched Lookalike audiences and remarketing.
4. Established stop rules: CPL > $3 for three consecutive days → campaign stops.
5. Tied the advertising budget to the schedule of flights.
Results:
- CPL reduction in Germany by 3 times — from $5–7 previously to $1.55–2.3 in peak months (-65%).
- Stable flow of leads: an average of 800+ applications per month just for Germany.
- Finland: CPL decreased almost by half — from $6–9 to $2–3 (-50–55%).
- CTR increased by 15–20% due to the transition to video creatives.
- The average campaign budget was maintained within $1900–2300 per month, while the cost of applications was systematically reduced. Business effect: the company gained the ability to plan bus loads, minimized the risk of half-empty flights, and achieved predictable economics for each route.
Test of the new route: Kyiv–Bonn
- April 2025 (first test): CPL $3.02.
- June 2025: CPL decreased to $2.1–3.0 (-30% from the start).
- July 2025: maintained at around ~$3, but in narrow segments rose to $5.6 due to competition. Conclusion: the route reached working metrics but required strict control over segmentation and regular updates of creatives.
Target audience: Ukrainians who have left abroad due to the war — families, students, travelers. For them, key selection factors are affordable price, comfort, and no transfers.
Tasks:
- Reduce lead cost. The goal is to achieve working CPL metrics within $2–3.
- Stabilize the flow of applications. Ensure predictable bus load for all routes.
- Launch the new route Kyiv–Bonn in the market. Check demand and achieve KPI without "draining" the budget.
- Maintain competitiveness in an overheated market. Dozens of carriers offer similar routes, so systematic marketing is necessary to retain market share.
How it all was:
1. Conducted an audit of channels and identified Meta Ads as the main driver of applications.
2. Focused on video ads (+15–20% to CTR, -50% to CPL).
3. Launched Lookalike audiences and remarketing.
4. Established stop rules: CPL > $3 for three consecutive days → campaign stops.
5. Tied the advertising budget to the schedule of flights.
Results:
- CPL reduction in Germany by 3 times — from $5–7 previously to $1.55–2.3 in peak months (-65%).
- Stable flow of leads: an average of 800+ applications per month just for Germany.
- Finland: CPL decreased almost by half — from $6–9 to $2–3 (-50–55%).
- CTR increased by 15–20% due to the transition to video creatives.
- The average campaign budget was maintained within $1900–2300 per month, while the cost of applications was systematically reduced. Business effect: the company gained the ability to plan bus loads, minimized the risk of half-empty flights, and achieved predictable economics for each route.
Test of the new route: Kyiv–Bonn
- April 2025 (first test): CPL $3.02.
- June 2025: CPL decreased to $2.1–3.0 (-30% from the start).
- July 2025: maintained at around ~$3, but in narrow segments rose to $5.6 due to competition. Conclusion: the route reached working metrics but required strict control over segmentation and regular updates of creatives.