6.8x ROAS. Three Years Running.
Turkish Airlines needed a PPC partner who could operate at scale without losing precision. We restructured their entire paid search account, built multi-layered retargeting funnels across Google Ads and Meta, ran 320+ A/B experiments, and delivered a 6.8x return on ad spend for three consecutive years.
- PPC Management
- Google Ads
- Paid Search
- Retargeting
- Target ROAS
The Challenge
Precision at Scale
Running paid advertising for one of the world’s largest airlines is not a campaign management job. Turkish Airlines operates across 300+ destinations, serves leisure and business travelers in multiple languages, and runs seasonal promotions that demand fast account pivots. Their existing paid search setup was not built for that kind of complexity.
They needed a PPC management partner who could handle global campaign architecture, regional audience segmentation, and continuous optimization without losing sight of the target ROAS. Not an agency that would set budgets and check in weekly. A team that was inside the account every day.
They came to Nova & More in March 2020. Three years later, the partnership ended with $2.4M in managed ad spend, 35,000+ booked tickets, and a cost per acquisition that dropped 41% from where it started.
How We Did It
Four Moves That Changed the Numbers
01 — Campaign Architecture
Built for Markets, Not Budgets
We rebuilt the account from scratch. Region-specific campaigns with native-language ad copy, segmented by travel type: business, leisure, group, and seasonal bookings. Dynamic search ads and responsive search frameworks ran across each market. Every campaign had a clear structure, not a shared catchall setup that burns spend on irrelevant queries.
02 — Smart Bidding
AI-Driven, Conversion-Focused
Manual bidding at this scale wastes money. We implemented AI-driven bidding strategies across thousands of ad groups, optimizing for conversions and target ROAS rather than clicks. Google Analytics and CRM data fed into the system to track long-term customer value, so campaigns optimized for repeat bookers, not just first-time purchases.
03 — Multi-Channel Retargeting
Three Platforms, One Funnel
We built layered retargeting funnels across Google Ads, Meta, and YouTube. A user who searched for flights but did not book saw follow-up ads on Instagram. A user who visited a specific route page saw display ads for that exact destination. No one fell out of the funnel because we did not follow up.
04 — Continuous Testing
320+ Experiments, No Assumptions
Every headline, CTA variation, and creative format was tested. Landing pages were optimized per market based on actual conversion data. Seasonal campaign structures were refined each quarter. Nothing was assumed to work, and nothing ran longer than it should.
Three Years. Consistent Returns.
Every number below is from the actual account. No projections.
Average ROAS across
all global markets
Online ticket sales
directly attributed to PPC
Reduction in cost
per acquisition
Improvement in
click-through rate
Total ad spend managed
across 36 countries
Returns during
seasonal surge campaigns
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