Dancing Kangaroo Tours Soars to #1 in Yarra Valley Wine Tour Rankings, Boosting Leads by 43%
By leveraging Dancing Kangaroo Tours’ local expertise, we helped them rank #1 for private yarra valley wine tour keywords and supercharged their inbound lead funnel.
About the client
With over 8 years of expertise, Dancing Kangaroo Tours specialises in crafting unforgettable experiences in the breathtaking Yarra Valley. Renowned for organising exceptional day trips, they are the trusted destination for exploring this picturesque region. From birthdays and hens or bucks parties to pre-wedding celebrations, corporate events, and social gatherings, they ensure a journey that will be remembered for years to come.
Services Used:
- Search Engine Optimisation
- Google Ads
The Challenge
Dancing Kangaroo Tours operates in a saturated market, making it difficult to grow sustainably due to rising acquisition costs on performance marketing channels like Google Ads and Meta Ads. The industry is traditionally dominated by established players who have significantly larger marketing budgets eating up search market share. As a small business, it became difficult to compete.
Approach
We restructured Dancing Kangaroo Tours’ Google Ads account and SEO strategy with return on investment in mind. The budget was allocated to campaigns that were bringing quality enquiries, and we tailored our efforts to what was filling tour numbers. The client challenged us to improve profitability, so, over time, we reduced spend on keywords that were ranking organically in positions 1-3 so that the cost per booking was reduced significantly.
On the organic side, we were able to compete with these larger players on a level playing field where budget didn’t come into play as significantly as it does in paid media. Leveraging social proof and Google’s E-E-A-T guidelines (experience, expertise, authoritativeness and trustworthiness) – we were able to highlight the client’s deep domain expertise and understanding of The Yarra Valley, leaning into what makes Dancing Kangaroo Tours different from the competition.
