Heyscape sought to expand beyond brand-driven awareness and capture new customers at scale. We helped them build an integrated SEO, Google Ads, and Meta Ads strategy that built visibility, nurtured users across the funnel, and drove conversions. This new approach generated triple-digit growth in non-branded traffic and gift card revenue, delivering a 6.83x ROI.
Results from February 2025 to May 2025.
“Marketing is a beast in itself, with so many moving parts that need to keep turning and continually be optimised to achieve the best outcomes. We’d already laid strong foundations with SEO, Google Ads and Meta, but knew there was more potential to unlock.
Partnering with Bonfire has given us both the extra hands and the extra brains to accelerate growth and conversions. Together, we’ve refined our strategy to be more data-driven and ensured we’re present at every stage of the purchasing funnel. It has been great to see such positive results working with Bonfire and we hope to continue this momentum.”
For any growing travel brand, relying on name recognition alone eventually limits scale. New audiences may crave the kind of experiences on offer, but without discovering the brand early in their planning journey, they never enter the funnel. For Heyscape, this reliance on brand-driven awareness created a ceiling on growth.
The foundations of marketing activity were already in place, giving the brand a platform to work from. But the way those efforts were directed meant they weren’t solving the bigger challenge: how to consistently reach and convert new customers. Search exposure leaned heavily on branded queries, paid activity captured existing demand more than it created it, and social efforts weren’t fully attuned to different stages of the decision journey. The activity was there, but not yet structured to open new pathways to growth.
The starting point was visibility. Heyscape needed to be present not just when travellers searched its name, but also when they were dreaming about off-grid escapes or comparing accommodation options in WA. To achieve this, we combined SEO and paid search so that immediate coverage on high-intent terms could be delivered by paid activity while organic efforts worked in parallel to secure lasting authority.
Creating Demand
True growth requires creating demand and not just capturing it. Performance Max allowed us to push Heyscape into new discovery spaces across Google’s ecosystem, while insights from those campaigns fed directly back into organic content planning and search prioritisation. The more the campaigns ran, the smarter both channels became.
Audience Re-Engagement
Social advertising added the connective tissue. Meta campaigns were sequenced to introduce new audiences, then re-engage them as they moved closer to booking or buying. This gave consistency across the funnel. Travellers might see Heyscape first in their feed, encounter it again in search, and finally return to complete a booking, all within a framework that felt intentional and seamless.
More bookings, more gift card sales and a strong return on investment. Heyscape’s new digital strategy delivered:
Together, these results show Heyscape could grow beyond brand-driven demand while keeping its acquisition efforts efficient.
