Running paid ads can be one of the fastest ways to boost bookings—but only if you're doing it right. Whether you're new to Google, Facebook, or Instagram Ads, this guide will walk you through the basics, share tips to avoid wasted spend, and help you set up campaigns that actually convert.

Why Paid Ads Matter for Tour Providers

Paid ads put your tours directly in front of people actively searching for experiences like yours. They’re especially useful for reaching travelers in the research or decision-making phase, giving you a chance to stand out before they book with someone else.

But success doesn’t come from just throwing up an ad and hoping for the best. It’s about strategy, refinement, and using data to guide your decisions.

Google Ads: Reach People Ready to Book

Google Ads are a powerful way to show up right when someone is searching for a tour like yours. They’re intent-based—meaning you're reaching people who are already looking for what you offer.

Here’s how to get started:

• Use relevant keywords. Focus on phrases your potential customers are actually typing into Google, like “kayak tour in Asheville” or “family-friendly ghost tours near me.” Avoid overly broad keywords that burn through your budget.

• Write clear, compelling ad copy. Highlight what makes your experience unique—whether it’s small group sizes, amazing guides, or breathtaking views—and include a strong call-to-action.

• Use location targeting. Make sure your ads are only shown to people in the right geographic areas—whether that's travelers currently in your city or people planning a trip.

• Track conversions. Set up conversion tracking so you know exactly which ads and keywords are driving bookings. Don’t guess—measure.

Google Ads work best when you’re focused, relevant, and constantly refining your keyword and ad strategy.

Facebook Ads: Start with Smart Targeting

Facebook Ads give you detailed control over who sees your ads. Done right, they can drive qualified traffic and real bookings.

Here’s how to get started:

• Define your audience. Use demographics, interests, and behaviors to pinpoint the people most likely to book. You can target adventure-seekers, families planning vacations, or couples looking for romantic getaways.

• Create standout visuals. Use high-quality photos and engaging videos that show the excitement and vibe of your tours. Think real guest moments, scenic shots, and behind-the-scenes clips.

• Watch your metrics. Track engagement, clicks, and conversions. The data will tell you what’s working—and what needs to change.

These steps ensure your ads hit the right people with the right message, improving the chances that clicks turn into bookings.

Instagram Ads: Lean into Visual Storytelling

Once you’ve got a handle on Facebook, Instagram is the natural next step—especially for tour providers who have beautiful visuals to share.

To make the most of Instagram Ads:

• Show off your best visuals. Use stunning images and short videos that highlight real experiences and authentic moments.

• Use strong calls-to-action (CTAs). CTAs like “Reserve Your Spot Now” or “Start Your Adventure Today” tell users exactly what to do next.

• Try Instagram Stories Ads. These full-screen, immersive ads are perfect for grabbing attention and encouraging engagement quickly.

Instagram users respond to authenticity and aesthetics, so keep your content both eye-catching and real.

TikTok Ads: Capture Attention Through Authenticity

TikTok is growing fast, especially among younger travelers and experience-seekers. It’s a great platform to show off your tours in a fun, unfiltered, and creative way.

Here’s how to make TikTok Ads work for your business:

• Lean into short-form video. Use authentic, mobile-shot content—guest reactions, behind-the-scenes moments, or quick guides like “Top 3 Things To Do in Asheville.”

• Follow trends, but keep it relevant. Jumping on trending sounds or formats can boost your visibility, but always tie it back to your brand and offerings.

• Use TikTok’s native tools. Their ad platform offers interest-based targeting, lookalike audiences, and custom CTAs like “Book Now” or “Learn More.”

TikTok isn’t about being perfect—it’s about being real. That authenticity often translates into stronger engagement.

Pinterest Ads: Inspire Future Bookings

Pinterest isn’t just for home décor and recipes—it’s a hidden gem for travel planning. People use it to dream, plan, and save ideas for future trips. If your tours are highly visual or bucket-list worthy, Pinterest is worth exploring.

To run effective Pinterest Ads:

• Pin beautiful, inspiring imagery. Think scenic landscapes, happy customers, or unique aspects of your tour.

• Use keyword-rich descriptions. Pinterest is a search engine. Include destination names and activity types to help people find your pins.

• Promote pins that link to booking pages or blog content. Pins should drive users to relevant landing pages where they can take the next step—booking or learning more.

Pinterest Ads are all about sparking the idea early—so when someone’s ready to book, you’re already top of mind.

Common Pitfalls to Avoid

No matter which platform you're using, avoid these mistakes to make the most of your ad budget:

• Ignoring the data. Don’t guess what’s working—use the analytics. Each platform gives you performance metrics for a reason. Monitor them, learn from them, and adjust accordingly.

• Weak CTAs. A beautiful ad won’t drive bookings if people don’t know what to do next. Make sure your call-to-action is clear, direct, and easy to follow.

• Poor targeting. Avoid generic targeting. The more specific your audience, the better your results. Use the tools available to zero in on your ideal customer.

Landing Pages: Where the Real Conversion Happens

Getting the click is only half the job. The landing page your ad links to needs to seal the deal.

Make sure your landing page:

• Is visually appealing and mobile-friendly

• Has a clear, simple booking process

• Features internal links like “Explore Our Kayak Tours” or “View Frequently Asked Questions” to keep visitors engaged and help with SEO

A well-optimized landing page not only improves conversion rates but also gives users the confidence to book with you.

Stay Flexible and Keep Testing

Running paid ads isn’t a “set it and forget it” thing. It’s all about testing, tweaking, and learning from the results. Use tools like Google Analytics to understand what’s driving conversions and where you can improve.

By staying informed and flexible—adjusting your bids, targeting, and copy based on real performance—you’ll get more value from every dollar you spend.

Need help managing or optimizing your paid ads?
At BeaconPoint, we specialize in helping tour and activity companies make the most of their marketing budgets—especially when using tools like FareHarbor. Get in touch with us to learn more.