A Bali retreat operator selling to Australians: 18.21% click-through rate at $2.41 a click
A Bali retreat operator selling to Australians. We ran the Google Search account as two flights across 2026, $3,274.65 of media in total. Every enquiry arrived through one form on the site, and that form was what every dollar in the account got judged on. The client is not named on this page.
18.21%
Click-through rate on Google Search, both flights blended, across 109 serving days in 2026
$2.41
Average cost per click, on $3,274.65 of spend
58
Form enquiries recorded on the primary form tag, at $56.46 to $125.95 per form enquiry
The situation
A retreat stay is a considered purchase sold at distance, so the enquiry was the whole job. Fill the form, or the spend bought nothing.
The enquiry form on this account carried two tags. One came through the analytics import. One was a direct tag we placed ourselves. Across their own lifetimes the first recorded 58 enquiries and the second recorded 26. Compare only the months both were live and it was 50 against 26. A factor of 1.92 between two counts of one form.
We only know the gap exists because we tagged it twice. Tag it once and the number you are handed is whichever one your setup produced, with nothing to test it against.
What we did
We published the disagreement instead of resolving it quietly.
Tag the form twice. We placed a direct tag alongside the analytics import rather than trusting one path. That is the only reason the 1.92 times gap was ever visible on this account.
Buy demand, not the brand. Every keyword we bought was generic destination and accommodation language. The brand defence campaign we built never served an impression, so nothing here is the operator's own name sold back to them.
Two flights, not a thin drip. We concentrated the budget into two bursts. Flight one served 48 days. Flight two served 61. Nothing served in the 33 days between them.
$56.46 to $125.95 per form enquiry
Two counts of one form, and we published both. A single cost per enquiry would have read better than a range, and the second tag is the reason we cannot honestly write one.
What the account did
Across 109 serving days the account drew 1,356 clicks from 7,448 impressions at $2.41 each. Every figure covers the account's entire serving life, 109 days inside a 146 day span in 2026.
Measure
Result
Click-through rate on Google Search
18.21%
Average cost per click
$2.41
Form enquiries, primary form tag
58
Cost per form enquiry, published as a range
$56.46 to $125.95
Media spend
$3,274.65
Click-through rate, flight one to flight two
14.44% to 25.40%
Cost per measured conversion, flight one to flight two
$32.50 to $108.51
The flight that clicked better converted worse. Cost per measured conversion covers all actions, not form enquiries alone, and neither figure is the whole story on its own.
Dark for 37 of the 146 calendar days it spanned, 33 in a row. Read every figure as 109 days of delivery, not five months of it.
The whole account spent $3,274.65. Small budgets are easier to keep efficient, so read this as proof of method, not proof of scale. Media cost only, excluding GST and any management fee. Every figure was read from the Google Ads API on 19/08/2026, and the account id is withheld and available on request.
What we will not publish
There is $8,107 of conversion value sitting in this account and we are not going to show it to you. We typed those dollars in ourselves, $150 a lead on 54 of them and $1 on the other seven, so no multiple of spend appears anywhere in this study.
61 measured conversions sit in the window and 58 are the form. The other three are chat-app click actions, so we quote the form count, not the account total.
