- Client Profile: Khaki Tours
Khaki Tours crafts immersive, story-driven travel experiences rooted in Mumbai’s hidden layers, from forgotten colonial corridors to living street cultures. Their expertise extends beyond India, curating rare international journeys to the world’s most under explored destinations under the core narrative “Untold Stories of Mumbai & Beyond”.
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Signature Offering |
International Tours |
Bespoke Experiences |
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Mumbai Experiences: |
Central Asia Core: |
VIP Private Tours: |
- The Challenge & Brief
Core Question: How do we turn organic curiosity about exotic destinations into confirmed tour bookings, at scale, through paid media?
- Kazakhstan (High-Volume Market): Drive awareness and lead capture for Kazakhstan tour packages. Tap into strong organic demand and convert user intent into high-volume qualified inquiries.
- Uzbekistan (High-Intent Niche): Reach a smaller but deeply motivated audience. Focus on precision targeting to convert high-intent travelers seeking deeply curated Uzbekistan itineraries.
- Private Tours (Premium Segment): Generate high-value leads for bespoke private tour experiences. Attract premium travelers demanding customized Mumbai and outbound journeys.
- Strategic Architecture & Two-Track Performance Blueprint
To maximize budget efficiency, Autofocuss deployed a unified, dual-track framework spanning a continuous 43-day execution period (Total Ad Spend: ₹1,40,000).
|
Strategic Track |
Budget Allocation |
Primary Deliverables |
|
Track 01: Lead Generation |
₹57,000 |
• Captured 524 leads across international destinations and custom tours. |
|
Track 02: Checkout Conversion |
₹83,000 |
• Completed 178 successful direct checkouts. |
- Performance Metrics & Destination Deep-Dive
The campaign recorded exceptional efficiency ratios across both top-of-funnel capture and bottom-of-funnel action segments.
Track 01: Lead Generation Metrics Summary
- Total Investment: ₹57,000 allocated over 43 days.
- Total Leads Volumetrics: 524 total leads captured across all destinations.
- Average Cost Per Lead (CPL): ₹109 (industry benchmark-beating efficiency).
- Targeted Segments Breakout: 400+ International Destination leads; 124 Private Custom Tour leads.
- Audience Quality: Achieved a peak qualification rate of 17.7%, validating precision-focused demographic filtering over unrefined volume.
Track 02: Checkout & Revenue Metrics Summary
- Total Direct Investment: ₹83,000 dedicated conversion spend.
- Completed Bookings: 178 verified checkouts.
- Average Cost Per Checkout (CPC): ₹466 per premium conversion.
- Estimated Gross Revenue Range: ₹1,78,000 (conservative baseline value) to ₹3,56,000 (premium booking distribution scenario).
- Return on Ad Spend (ROAS): A calculated performance range spanning 2.14x to 4.29x, with a strong performance midpoint settling comfortably at ~3.2x ROI.
Comprehensive Campaign Scorecard
|
Core Performance Metric |
Campaign Output Values |
Efficiency Assessment |
|
Total Combined Ad Spend |
₹1,40,000 |
Distributed across 43 active processing days |
|
Total Inbound Volume |
524 General Inquiries |
Average CPL realized at ₹109 per entry |
|
Qualified Leads Base |
24+ Ultra-High-Intent Profiles |
Pre-vetted buyers ready for direct sales intervention |
|
Completed Direct Checkouts |
178 Closed Conversions |
Average CAC managed at ₹466 per conversion |
|
Gross Revenue Realized |
₹1.78L – ₹3.56L |
Highly optimized performance on low-scale budgets |
|
Return Profile (ROAS Range) |
2.14x – 4.29x Scale |
Campaign midpoint settling at a profitable ~3.2x |
- Strategic Wins & Tactical Takeaways
- Targeting Over Volume: Achieving a 17.7% peak qualification rate demonstrates that refined audience grouping saves sales team resources while enhancing potential ticket sizes.
- Accountable Scale: Splitting channels into a dual-track strategy ensures every rupee is directly mapped to an exact funnel outcome, either pipeline cultivation (leads) or short-term cash flow (checkouts).
- Budget Discipline: Generating premium international tour conversions at a sub-₹500 customer acquisition cost provides an immediate template for scaling out-of-home and multi-channel programmatic travel media spend.