CASE STUDY
How Did Setur Power Performance Max with First-Party Data?
About
Setur is one of Türkiye’s leading travel and tourism companies, serving both corporate and leisure audiences with a broad range of offerings including international tours, hotel bookings, flight services, and event management solutions.
Industry
Travel & Tourism
Company Size
1500+ employees, 200+ agency network
Founded
1965
THE CHALLENGE
- Competitive Pressure on Efficiency: Operating in a highly competitive travel market with intense demand fluctuations, Setur needed to scale conversions in its international tour business without increasing cost per acquisition.
- Fragmented Purchase Intent: International travel users compare heavily across multiple touchpoints before converting, making it difficult to predict intent and prioritize high-value audiences through standard campaign signals alone.
- Signal Quality Gap: Performance Max campaigns were relying on broad behavioral cues rather than real customer data, limiting the AI’s ability to make accurate targeting and optimization decisions.
THE SOLUTION
- First-Party Data Integration via Customer Match: Setur replaced standard site-visitor audiences with CRM-based Customer Match lists, giving Google’s AI access to signals rooted in real customer relationships and actual purchase history rather than broader behavioral patterns.
- Performance Max Experiment Design: A structured A/B test was run on international tour campaigns, comparing standard audience inputs against the enriched first-party data layer to isolate the impact of stronger signals on conversion performance and cost efficiency.
- Campaign Structure Optimization with OneIngage: OneIngage supported Setur in aligning audience signals with relevant creative inputs and tighter campaign orchestration, ensuring that Performance Max had high-quality inputs across data, campaign structure, and creative assets simultaneously.
- Scaled Rollout & Audience Segmentation: Following the success of the test, Setur expanded Customer Match across all Performance Max campaigns and moved toward more granular audience segmentation to support scalable, data-driven growth.
Results
Conversions
21
%
CPA
-23
%
Total Cost
-7
%
Revenue per Conversion
30
%
