The travel industry is highly competitive with consumers seeking improved value and brands counting every marketing dollar due to shrinking margins. Cathay Pacific, a traditional and premium airline, was feeling this. They needed to see their marketing dollars work harder. Cathay Pacific’s objective was to increase paid search ROI by 50% with the same budget within 6 months, and ensure ongoing effectiveness. Using Cathay Pacific’s own data, airline category searches and historical campaign performance we identified profitable vs. non-profitable routes. Our findings showed that Cathay Pacific had the opportunity to target less competitive routes, and improve generic keyword bidding which attracted a lower ROI. Cathay Pacific’s audience are well-educated, high-earning achievers who know what they want when they travel. Our strategy was to refine the most profitable routes and use bespoke messaging to deliver the most relevant landing page to engage, convert and delight them with the right product. We focussed our attention on 79 routes and produced 132 thematic ad variations based on the city, airport name and airport code. This resulted in over 140,000 unique ad creative. We exceeded the target and delivered a 408% increase in ROI, resulting in our strategy being rolled out globally.