How Zipline Dolinka Achieved 500% Conversion Growth and Dominated the Pre-Season with AI-Driven Google Ads

Brand

Verticals

Sports & Wellness

Geography

Slovenia

Google Ads Product

Search Ads Performance Max

About Zipline Dolinka

Zipline Dolinka is a provider of sustainable outdoor adventures located in the protected Sava Dolinka valley. The company delivers a comprehensive eco-conscious tour experience, combining educational nature walks with exhilarating flights across seven zipline cables spanning 4 kilometers. To overcome extreme business seasonality and establish a predictable, financially stable launch into the new spring season, Zipline Dolinka developed the seasonal strategy with assistance from Coob Ads.

Challenge

Prior to the new strategy, Zipline Dolinka faced a prolonged advertising pause from October to mid-February due to the highly seasonal nature of the outdoor adventure industry and unfavorable winter weather. This off-season gap created a severe “cold start” problem, hindering momentum and making it difficult to guarantee early-season revenue and operational stability.

To bridge this gap and secure a strong spring launch, the team defined three core objectives:

Capture user data and generate early interest during the winter off-season.
Drive pre-season ticket purchases and establish a stable foundation of confirmed group and individual bookings.
Ensure a strong, predictable, and financially stable launch into the new season.

Prolonged Off-Season Advertising Pause

Early-Season "Cold Start" Problem

Unpredictable Pre-Season Revenue

Strategy

The Approach

To secure pre-season bookings and build momentum before the spring launch, Zipline dolinka, backed by strategic support from Coob Ads, implemented a proactive campaign architecture. Rather than waiting for the season to open, the team executed a highly targeted off-season engagement strategy.

Content and Funnel Optimization: While the existing Search campaign structure was highly robust, it lacked rich media. The team introduced compelling content to attract and nurture users who were already in the consideration phase of the funnel.
Performance Max Deployment: Performance Max campaigns were launched early to systematically capture “low-hanging fruit” across channels. Running these in advance gave the algorithm ample time to learn, optimize, and consistently improve results as the season approached.
Maximize Conversions Bidding: A transition to a Maximize Conversions bidding strategy directed the AI to aggressively pursue the highest volume of early ticket purchases and reservations from the available budget.
Strategic Audience Patterning: To overcome the off-season lull, specific behavioral patterns were analyzed and defined to proactively target individuals and groups actively researching and planning early spring outdoor activities during the winter months.

Tools & Technologies

Google Analytics 4 Google Tag Manager Data-Driven Attribution Smart Bidding Broad Match Responsive Search Ads (RSA) Audience Signals & Expansion

Success

The Results

By proactively targeting users during the traditional off-season (January to March), Zipline Dolinka with assistance from Coob Ads successfully tapped into an audience actively planning their spring adventures in advance. The strategic implementation of Performance Max with Search and tailored audience targeting yielded exceptional early-season momentum, allowing Zipline Dolinka to enter the spring with a highly profitable backlog of confirmed reservations.

+500%

increase in total conversions and Conversion Value (CV)

+260%

ROAS

-70%

drop in CPA

+164%

increase in clicks

40%

Impression Share (compared to 26% for the closest competitor)

“We used to see the winter off-season as a quiet period, but this strategy completely changed our perspective. By engaging with people who were already planning their spring getaways, we managed to build a strong foundation of reservations before we even opened our doors. Entering the new season with a packed calendar instead of starting from zero gave our entire team incredible momentum and peace of mind. It turns out our guests are dreaming of their next adventure long before the snow melts.”

Zipline Dolinka Bled

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