Agency project · January 2024–January 2025
Best4Travel
A cruise lead generation campaign connecting Meta ads with a practical sales follow-up process.
- Agency
- Rooftop Twenty Two
- Disciplines
- Meta lead generation · Campaign management · Email
- My role
- Campaign management, creative, copy, Meta ads, budget adjustments, lead tracking and reporting.
The brief
Generate enquiries from people considering their first cruise, with a campaign shaped around the volume and type of leads Best4Travel’s sales team wanted to follow up.
My approach
I managed the campaign from creative and copy through Meta setup, enquiry tracking, sales handover and reporting. We regularly refreshed the cruise offers, using information about customers’ price preferences to shape the creative. I adjusted budgets towards an agreed daily lead target for the sales team.
What I worked on
Enquiries fed into an Excel tracker with each customer’s details and holiday interests. Changeable statuses showed which leads needed follow-up, were in progress, had been completed or were lost. I managed the campaign and reporting, while Best4Travel’s sales team handled follow-up and conversion.
The outcome
The sales team responded positively to the approach. The tracker gave them a clear view of each enquiry and its outcome, establishing a practical foundation for an ongoing cruise lead generation campaign.
Looking back
Planning the campaign around the sales process mattered as much as the advertising. A clear handover helped the team work with the enquiries the campaign brought in.
These are the client’s current channels. My work relates to the period described above.