In this workshop
Your brief
You are the campaign owner for an illustrative cruise specialist. Build a Southampton family-cruise test using the advert and landing-page examples below. Keep the proposition narrow enough that every enquiry can be reviewed by the same adviser.
A launch-ready campaign brief, matched page and lead-review sheet with a documented decision about the next test.
Three things you will make
Build these during the workshopSearch-to-page map
A short list of relevant family-cruise searches, their intended advert message and one matching destination page.
Advert and enquiry journey
Two headline combinations, approved descriptions and a mobile-tested page asking for dates, party and cabin needs.
Commercial review sheet
Spend, search themes, qualified enquiries and eventual bookings recorded together, with an owner and next decision date.
Before you start
Have these to hand
- A landing page that matches the holiday you will advertise
- Tested enquiry tracking and a named person to handle leads
- A maximum test spend you can afford to lose
Need the foundations first?
The starter and reference guides explain the essentials. Use the relevant guide, then return here to build your campaign.
Use this as your reference
Read the numbered annotations, then use the exercises to create your own version.
From a relevant search to a useful advert
Illustrative search advert showing two headline assets together, not one headline field.
1Cruises From Southampton | Find The Right Family Cabin
2Compare family cabin options and sailings. Tell us your dates for personal advice.
family cruises from Southampton
example.com/family-cruises
Cabin choices · What is included
- 1Echo the search
The headline names the departure point and the family decision, rather than promising every cruise.
- 2Say what the visitor will find
Cabin advice and relevant sailings explain the benefit of clicking.
- 3Keep the next step consistent
The advert and the destination page both lead to a family cruise enquiry.
Ship photograph in Brazil by Charles Assuncao / Unsplash. Photograph is illustrative, not a specific advertised trip.
Three working stages
Build the family-cruise journey
Write a one-sentence campaign promise before opening the account. Use the visual advert as a starting point, then replace anything your business cannot deliver. The page must explain the cabin decision and give an adviser enough information to respond usefully. Agree the qualification definition with the person handling enquiries.
Choose five closely related search phrases and record which family-cruise need each one expresses.
Write two distinct headline combinations; make both lead naturally to “Ask about a family cruise”.
Complete a test enquiry on a phone and check the message, source information and adviser handover.
Launch a bounded search test
Inspect locations, search matching, networks and automated settings rather than accepting the defaults unseen. Record a commercial allowance, start and end dates, monitoring routine and who can pause spending. A business allowance is not automatically an account-level hard cap; leave a buffer and supervise the test.
Capture the settings you approved and note any automatic recommendations or changes that remain enabled.
Assign one owner to review search terms and another to classify enquiries using the agreed standard.
Launch only after tracking and lead handling pass; log changes so the comparison remains understandable.
Review searches alongside sales conversations
Read the search-term evidence and adviser notes together. A low cost per click is not a reason to increase spend if visitors want products you cannot sell. Allow the sales cycle to develop, while acting sooner on obvious relevance or journey problems. Make one clear change for the next test.
Group spend by useful search themes and flag irrelevant or mismatched requests for review.
Calculate cost per qualified enquiry using the same qualification rule throughout the test.
Record whether to continue, amend or stop, including what booking evidence is still outstanding.
Build your own version
Write your decisions below. The examples show the level of detail to aim for; your answers start blank.
What specific problem does this campaign solve?
Help families choose suitable cabins on Southampton departures.
What must the adviser know before counting a useful lead?
Reachable traveller; suitable dates, party and realistic budget.
Which page fulfils the advert’s promise?
example.com/family-cruises, with cabin guidance and an enquiry form.
What can you afford to test, and who monitors it?
Illustrative £300 allowance; review spend frequently and leads twice weekly.
Which single uncertainty will the next test address?
Does clearer cabin-layout advice improve the suitability of enquiries?
Your worksheet answers stay on this page. They are not submitted or saved automatically. Download a copy before leaving.
Examples and copyable assets
Use the examples and templates as starting material. Replace the fictional details with your own accurate offer and business information.
The page after the search advert
Illustrative landing page; no live sailing or price is being advertised.
Family cruises from Southampton
1A family cruise starts with the right cabin
Tell us who is travelling and when. We will help you compare cabin options and departures from Southampton.
Adults, children and ages at the time of travel.
Preferred month, school-holiday dates and any flexibility.
Room layout, time ashore or activities on board?
- 1Repeat the promise
The opening confirms that the visitor has reached the page described in the search advert.
- 2Ask useful questions
These details help an adviser judge whether the enquiry fits the cruises they can sell.
- 3Make one action obvious
One clear enquiry action avoids sending paid visitors back to a general homepage.
Ship photograph in Brazil by Charles Assuncao / Unsplash. Photograph is illustrative, not a specific advertised trip.
Headlines: Cruises From Southampton Find The Right Family Cabin Plan With A Cruise Expert Descriptions: Compare family cabin options and sailings. Tell us your dates for personal advice. Plan a cruise around your family. Ask our team about suitable cabins and departures. Page action: Ask about a family cruise
Review what happens
Agree what the evidence will change before you launch or share your work.
- If you see thisClicks arrive for unrelated holiday requests.
- Do this nextTighten the search choices and advert wording before buying more traffic.
- If you see thisRelevant visitors arrive but the form fails or is unclear.
- Do this nextPause the affected journey and repair the page; do not blame the audience.
- If you see thisSuitable enquiries progress into viable quotes.
- Do this nextReview contribution and unresolved outcomes before authorising another allowance.
Ready to use?
Keep your worksheet and finished assets together. Set the first review date before marking this workshop complete.
Checklist ticks and completion are saved in this browser. Worksheet answers are not saved automatically.
Sources and updates
Platform and policy guidance reviewed 20 October 2026. Check the official guidance before launch; features and rules can change. The fictional examples show a method, not promised results.