Every attraction asks us the same question, especially during peak seasons: where should we put our ad spend? The wrong choice wastes budget; the right one fills ticket queues. At Navigate, the visitor marketing agency, we’ve tested Google Ads vs Meta Ads across dozens of visitor attractions and know exactly where each platform delivers. Here’s what our experience shows.
Why choosing the right channel matters
With summer marketing budgets under pressure, picking the right platform is crucial. The right mix not only boosts visibility but also drives bookings and maximises return on investment (ROI). Getting this decision right ensures your campaigns work harder during the busiest months.
Google Ads: High-intent traffic that converts
Google Ads place your attraction in front of people actively searching for things to do, making it a powerhouse for driving last-minute bookings. For SEO, focus on intent-driven keywords and seasonal search terms to capture high-value visitors.
Strengths of Google Advertising
- Captures high-intent searches: Reaches audiences already ready to book, increasing conversion rates.
- Delivers measurable ROI: Every click and conversion is trackable, helping you optimise spend quickly.
- Drives immediate bookings: Perfect for time-sensitive promotions and school holiday campaigns.
Meta Ads: Inspire, engage, and build demand
Meta Ads (Facebook & Instagram) excel at inspiring visits earlier in the decision journey. They allow attractions to showcase storytelling, seasonal events, and behind-the-scenes content that builds emotional connection with audiences.
Strengths of Meta Advertising
- Reaches new audiences: Targets families, day-trippers, and locals who may not be actively searching yet.
- Builds brand awareness: Increases visibility with engaging creatives that keep your attraction top of mind.
- Great for remarketing: Retargets website visitors and social engagers to move them closer to booking.
The winning strategy? Combine both platforms
The most successful campaigns don’t choose one; they combine both. Use Google Ads for high-intent, conversion-focused traffic. Leverage Meta Ads to inspire, nurture, and re-engage potential visitors. At Navigate, we design cross-channel paid media strategies that maximise every marketing pound and deliver measurable results.
Key Takeaway
Relying on a single ad platform is a gamble. Google Ads and Meta Ads each play a unique role in driving visitor growth during the summer season. Google captures visitors who are ready to book now, while Meta builds the desire to visit in the first place. When you combine them strategically, you don’t just fill ticket queues, you build a stronger brand presence that carries into the autumn and beyond.
At Navigate, we see this every summer: attractions that integrate both channels not only achieve higher ROI but also future-proof their marketing. By using data to allocate spend dynamically, testing creative variations, and aligning campaigns with your commercial goals, we turn paid media into a powerful growth engine.
Next Step
Don’t guess where to spend. Reach out to our team to create a tailored cross-channel strategy that delivers measurable results.
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