PPC advertising for skydiving
brand in US

In December 2024, a well-known American brand specializing in skydiving across different U.S. states contacted the agency. The main objectives were to:

• increase the number of online bookings through the Google CPC channel,
• ensure priority visibility in search results,
• increase revenue from bookings and improve seasonal occupancy.

Business specifics

The company operates in states with different climates. Some of them work all year round (Miami, Los Angeles, Dallas, and Washington DC), while others open only during the warm season (New York, Detroit, and New Jersey). This creates an asymmetry of demand that must be taken into account in the media plan.

The client had a fixed daily budget for each location — it could not be significantly changed, so the main focus was on optimizing expenses and reallocating them within the account. The client also expected a monthly ROAS of at least 7 for each location.

Main сhallenges

• Seasonality of demand and the opening of new locations in the spring
• High competition in major cities, especially New York
• Skydiving bookings are made through a third-party system that is quite simple in terms of user interface but not flexible in settings
• Budget limitations, which required precision in campaign setup

Google Ads Strategy for skydiving brand

Optimization of existing search campaigns

They were already producing stable results but had room for growth.

• The semantic core was reviewed: low-performing keywords were turned off, and new ones were added based on real search trends (including in broad match type)
• Smart Bidding strategies were adjusted regularly (every two weeks), giving algorithms time to stabilize
• For potential regions such as Miami, keywords were divided into two groups — high- and low-conversion — and distributed into separate campaigns with different optimization levels
• Bid adjustments by devices, locations, and interest-based audiences were configured to improve profitability

Launch of Performance Max for each location

This stage required careful testing — campaigns went through a long learning phase, with the first conversions appearing after 2–3 weeks.

To speed up performance:

• Different audience signals were tested (travel to the state, extreme activities, hobbies, and leisure)
• Optimal creatives were selected — dynamic multi-format videos and texts focusing on experience and emotions
• The budget was balanced between Search and PMax campaigns without exceeding the daily limit

Performance evaluation

To evaluate the effectiveness of the account management over the entire period, considering all initial data and client conditions, results for the peak skydiving season — July and August — were analyzed and compared with the previous year.

Results (July–August 2025 vs. 2024)

Compared to the same period last year:

• The number of conversions increased by 36%, despite the expansion of locations
• The total conversion value increased by 13%
• The cost per conversion decreased by 10%

Performance Max campaigns showed particularly notable results. After stabilizing, they began to outperform search campaigns in terms of ROAS and the number of target actions (for this account, target actions include online form submissions and ad call clicks).

This proves that PMax effectively captures a portion of relevant traffic that might otherwise be missed by search campaigns.

Case study: skydiving advertising in New York

A separate focus area was the New York location — the most competitive market with high bids.

Despite the limited budget, within two months it was possible to:

• Reduce CPA by 60%
• Increase ROAS from below 2 to above 7, meeting the client’s expectations

This became possible due to precise targeting setup (radius around the airport + nearby major cities), regular exclusion of irrelevant queries, and proper campaign structure.

Conclusions

• Even with a limited budget, high efficiency can be achieved through detailed segmentation and precise strategy management
• The combination of Search + Performance Max ensures maximum user coverage across different stages of the booking journey
• Regular optimization is the key to stable ROAS, especially in niches with seasonality and high competition
• A flexible approach to audiences and creatives allows quick scaling of results, even for new regions.