779 online tour bookings in 24 months. Year two more than doubled year one.
Sisterhood Women's Travel runs small-group tours for Australian women. We run their Google and Meta ads. These are their numbers from October 2024 to September 2026, pulled straight from both ad accounts.
Spend up 7%. Bookings up 104%.
Same business, about the same ad budget, two years side by side. Year one is October 2024 to September 2025. Year two is October 2025 to September 2026.
| Year one | Year two | Change | |
|---|---|---|---|
| Ad spend, Google and Meta | A$46,670 | A$49,749 | +7% |
| Online bookings from Google Ads | 256 | 523 | +104% |
| Google cost per online booking | A$86 | A$49 | -43% |
| Leads, Google and Meta | 767 | 1,054 | +37% |
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Online bookings a quarter
Gray is year one, October 2024 to September 2025. Blue is year two, October 2025 to September 2026. Bookings are from Google Ads. Leads are Google and Meta combined.
Don't take our word for it.
These are screens from Sisterhood's own Google Ads and Meta Ads Manager accounts, captured on 28 October 2026. Nothing is drawn on them. Each one carries the report and the date window, so you can check it against the table above.
Google Ads by year, and Meta for both years
Bookings are the Website sale row. The yearly screens add up to the 24-month screen. Click any screen to open it full size.
255.76 online bookings in year one
Every conversion action in the account for year one. Website sale is the booking. The page-load purchase under it runs alongside as a secondary action the account leaves out of its goals, so we leave it out too.
Google Ads, Sisterhood account, Goals > All conversions, All conv. column, Oct 1, 2024 to Sep 30, 2025. Captured Oct 28, 2026.
522.85 online bookings in year two
The same screen for year two. Bookings more than doubled. The leads are the inquiry form (Booking Confirmation), calls from ads and calls from the website.
Google Ads, Sisterhood account, Goals > All conversions, All conv. column, Oct 1, 2025 to Sep 30, 2026. Captured Oct 28, 2026.
A$22.1K Google spend in year one
The account overview for year one. Google rounds on this screen and prints the account's Australian dollars as $.
Google Ads, Sisterhood account, Overview, Oct 1, 2024 to Sep 30, 2025. Captured Oct 28, 2026.
A$25.5K Google spend in year two
Year two. Google spend up about 15 percent while online bookings more than doubled.
Google Ads, Sisterhood account, Overview, Oct 1, 2025 to Sep 30, 2026. Captured Oct 28, 2026.
778.61 across both years
Both years in one window: 255.76 plus 522.85. The newsletter sign-ups at the bottom are not counted as leads.
Google Ads, Sisterhood account, Goals > All conversions, All conv. column, Oct 1, 2024 to Sep 30, 2026. Captured Oct 28, 2026.
691 Meta leads, A$48,755.10 spent
Meta Ads Manager, every campaign in the account for the same two years, sorted by leads. Ads Manager prints the account's Australian dollars as $. Meta tracks no bookings on this account, so it shows leads only.
Meta Ads Manager, Sisterhood Womens Travel ad account, Campaigns, Amount spent, Cost per lead and Leads columns, Oct 1, 2024 to Sep 30, 2026. Captured Oct 28, 2026. Cropped to the table, with the columns narrowed to fit one screen.
Want the month-by-month numbers? Download the data (CSV). Every figure on this page is calculated from it.
What we did
Count the booking, not the click
Every completed booking is reported back to Google as a sale, so the campaigns learn from the people who book, not the people who browse.
A campaign for every tour
More than 30 tours have had their own Google campaign since October 2024, each with its own budget and creative, next to one always-on campaign for the brand.
Meta brings in the leads
Meta lead campaigns collect inquiries on the website, 691 of them in 24 months, with awareness campaigns running alongside.
Judged on 90 days, not a week
A tour is often booked months before it leaves. We read results on 30, 60 and 90 day windows, so a quiet week never kills a campaign that is working.
What were the bookings worth?
The ad accounts count bookings, not dollars. Move the average and the estimate moves with it.
Their tours run about A$3,000 to A$17,000 a traveler. We start at A$10,000.
An estimate. The ad accounts record that a booking happened, not what it was worth. Ad spend is Google and Meta together, A$96,419. The bookings are Google Ads only, so the ratio leaves out anything Meta sold.
How we counted
- Window: October 2024 to September 2026, 24 full months. October 2026 is left out because it was still running. Pulled 28 October 2026.
- Bookings: the Google Ads conversion called Website sale, the account's primary purchase goal. A second purchase conversion counts page loads of the order-complete page. It runs alongside Website sale as a secondary action the account leaves out of its goals, so we leave it out too and no booking is counted twice.
- Google figures are the All conv. column, the same column as the screens above. They match those screens to the cent.
- Meta does not track purchases on this account. Every booking above is a Google Ads booking, and none is counted on both platforms.
- Leads: the Google inquiry form (Booking Confirmation), calls from ads and calls from the website, plus Meta website leads. Newsletter sign-ups are not counted.
- Meta spend and leads: Meta Ads Manager, the last screen above, A$48,755.10 and 691 leads across both years. The monthly split was pulled through Windsor.ai and adds up to the same totals.
- Google splits credit for a booking across the clicks that led to it, so its counts come in fractions. Each figure is rounded on its own, so a quarter or a year can be one off the total.
- Bookings that came from email, referrals, search results or repeat travelers are not in these numbers. These are the bookings the ads get credit for.
- All money is in Australian dollars. Ad spend is what Google and Meta billed. It does not include our fee.