How Etripto Reduced Its Dependence on Influencer Marketing and Built a High-Quality Google Ads Lead Engine
A performance marketing transformation for a Sikkim-based travel brand over-reliant on influencer marketing — destination-specific landing pages, high-intent Google Ads, full tracking and lead-nurturing automation. The result: 60% better lead quality, a reliable new search channel, and a far more predictable acquisition system.
2023 – 2025 · Founder: Sibam · Sikkim-based, serving travellers pan-India.At a glance
+60%
Lead quality
New Channel
Google Ads unlocked
beyond influencers
GTM + GA4
Complete tracking
+ Clarity & conversions
Predictable
Acquisition system
The client & the challenge
Etripto, founded by Sibam, is a Sikkim-based travel company offering domestic and international trips — tour packages, honeymoons, family vacations, group and adventure travel — to research-and-compare travellers aged 25–60+ across India. The brand had grown through influencer marketing and social collaborations, which built visibility but not a predictable lead system:
Over-dependence on influencers
Lead volume swung with influencer performance, campaign schedules and social trends — visibility without predictability. The business needed consistent demand from travellers actively searching.
Google Ads wasn't working
Previous efforts lacked dedicated landing pages, proper conversion tracking, audience segmentation and optimisation — so search never became a reliable lead source.
Lead quality & follow-up gaps
Unqualified enquiries, weak nurturing and low post-enquiry engagement meant too few enquiries became bookings.
The goal: diversify acquisition, lift lead quality, and turn Google Ads into a dependable, scalable channel.
The solution — rebuild click to booking
Rather than focusing only on advertising, we rebuilt the lead generation journey from click to booking:
Destination-specific landing pages
The biggest leak was generic destination pages. Dedicated pages aligned to specific packages and traveller intent — built to lift lead quality, enquiry rates and trust while cutting distractions.
High-intent Google Ads
Campaigns focused on travellers actively planning trips — destination and package keywords, high-conversion categories — generating qualified enquiries, not just traffic.
Complete tracking
Google Tag Manager, GA4, Google Ads conversion tracking and Microsoft Clarity — measuring forms, calls, WhatsApp clicks, engagement and source attribution for full performance visibility.
Lead nurturing system
Automated follow-up emails, destination info sequences, offer communications and reminders — keeping prospects engaged through a multi-touch travel decision.
Email marketing automation
Sequences that educate and nurture early-stage prospects, so the sales team focuses on qualified leads while automation prevents leakage.
The travel lead generation engine
Every stage of the customer journey became measurable and optimised — and, crucially, a second acquisition channel beyond influencers.
Strategic business impact
The project solved multiple issues at once: better traffic (travellers actively searching), better conversion (destination-specific pages), better measurement (tracking that reveals what drives bookings), and better lead management (nurturing that stops enquiries going cold).
The most important outcome was reducing dependency on a single acquisition channel. Etripto gained greater marketing stability, better lead quality, more control over acquisition, and improved scalability — a stronger foundation for future growth through performance marketing.
The results
- High-quality leads generated through a newly-reliable Google Ads channel
- Lead quality improved by 60%
- Reduced dependence on influencer marketing — a diversified acquisition base
- Destination-specific, conversion-focused landing pages
- Better tracking, attribution and follow-up processes
- A more predictable, scalable lead generation engine
“Global Info Edge helped us unlock a completely new lead source through Google Ads. Before working with their team, we relied heavily on influencer marketing and struggled to generate consistent results from search advertising. They built dedicated landing pages, implemented tracking systems, and developed lead nurturing workflows that significantly improved lead quality. Today, Google Ads has become an important part of our growth strategy, and the quality of enquiries has improved substantially.”
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