Low Spend, High Impact: How Nico Digital Delivered a 154% PPC Performance Increase for NDC Deals

When NDC Deals, a leading NDC-powered booking portal connecting travel agents directly with top airlines, approached us, their mission was crystal clear. They wanted to generate a steady stream of qualified B2B leads through paid advertising.

They weren't just looking for clicks or traffic — they needed highly targeted campaigns that would reach serious travel agents ready to book, reissue, and manage tickets on their own.

And with a niche audience, a competitive market, and the promise of exclusive fares, we had a challenge on our hands: craft a PPC strategy that not only captured attention but also converted interest into long-term customer relationships.

With our precise Google Ads strategy and just ₹13K in ad spend, we generated 175+ conversions at a cost-per-conversion of only ₹73.90 — achieving a 154% lift in performance through strategic PPC optimization.

NDC Deals Overview

NDC Deals is a leading NDC-powered booking portal redefining how agents access and sell airline tickets. By connecting directly with partner airlines, the platform gives agents instant access to exclusive fares, ancillary services, and real-time updates — all without the traditional hassles of consolidation or GDS limitations.

When NDC Deals partnered with Nico Digital for their PPC campaigns, they wanted to drive high-quality travel agent sign-ups at scale while maintaining a low acquisition cost.

This case study explores how we used data-driven PPC strategies to position NDC Deals as the go-to platform for agents seeking cheaper fares, faster servicing, and more profitable bookings — and the measurable results that followed.

SEO Foundation: Setting Up PPC for Success

Before launching PPC campaigns, we addressed NDC Deals' on-page SEO foundation. Since technical site health directly affects Google Ads Quality Scores, improving it lowers CPCs and boosts ad rank.

Homepage Redesign

We redesigned the entire homepage to ensure a clear value proposition, stronger visual appeal, and an intuitive layout that drives immediate travel agent sign-ups.

Key homepage design decisions:

• Hero Banner: Clean, modern design with a large airplane visual and blue-sky background to convey travel and trust.
• Brand Visibility: Prominent NDC Deals logo with "OpenConnect™" tagline for credibility.
• Headline & Subheadline: Clear value proposition: "Best Airline Fares @ NDC Deals" and "Airfare offers with NDC-powered booking."
• Key Stats: Visual counters highlighting 34 Countries, 54 Airlines, and 18K Agencies for social proof.
• Strong CTA: High-contrast green "Register Now" button for immediate action.
• Floating CTA: Persistent "Register Now" tab on the right for easy access while scrolling.

Technical SEO Fixes

• Boosted site speed by compressing images, leveraging caching, and optimizing code.
• Fixed broken links and eliminated 404 errors.
• Enhanced mobile responsiveness to meet mobile-first indexing standards.
• Implemented structured data markup (Schema) for flights, FAQs, and reviews to improve SERP visibility.

Content Optimization

• Conducted in-depth keyword research targeting high-intent B2B terms such as "NDC Flight Deals," "Bulk Flight Tickets," and "Corporate Flight Booking."
• Optimized title tags, meta descriptions, and H1/H2 headings for better relevance and CTR.
• Built an internal linking strategy with a silo structure to improve crawlability and content hierarchy.
• Added FAQ sections with rich snippets to capture voice search opportunities and enhance SERP presence.

Keyword Research

We conducted detailed keyword research to identify high-intent, B2B-focused search terms relevant to NDC Deals' offerings.

Keyword	Avg. Monthly Searches
ndc deals	720
ndc fares	260
ndc airlines	210
what is ndc in airlines	90
ndc travel	70
ndc bookings	50
ndc tickets	20

Post-optimization, NDC Deals achieved strong positions for several high-value keywords:

• #1 for "ndc fares"
• #2 for "ndc deals" and "ndc tickets"
• #4 for "ndc bookings"
• #7 for "ndc travel"

These top rankings significantly increased organic visibility for both branded and non-branded terms, driving consistent qualified traffic.

Off-Page SEO and Link Building

To strengthen NDC Deals' domain authority and search trustworthiness, we implemented a targeted link-building strategy.

• Guest Posting: Published articles on high-DA travel and business websites to earn authoritative backlinks.
• Press Releases: Secured coverage in reputed aviation news portals, increasing brand exposure and referral traffic.
• Business Listing Submissions: Listed NDC Deals on relevant industry directories for additional visibility.

79% of links were DoFollow (216 total), coming from authoritative sources — ensuring strong SEO equity and improved domain authority.

Content Strategy

We developed a content strategy built on the content pyramid framework, targeting TOFU, MOFU, and BOFU stages to guide prospects from awareness to conversion.

Top of Funnel (TOFU — Awareness)

"What is NDC in Airlines and How It's Revolutionising Ticketing" — explaining the concept of NDC, its industry impact, and benefits for travel agents. This content built thought leadership while driving top-of-funnel traffic from users just beginning to explore NDC solutions.

Middle of Funnel (MOFU — Consideration)

"NDC vs GDS Flight Booking" — a comparison guide highlighting key differences in pricing, content availability, booking flow, and servicing capabilities. This positioned NDC Deals as the smarter, more profitable choice for travel agents weighing multiple booking systems.

Bottom of Funnel (BOFU — Conversion)

"Why Corporate Travel Agents Should Transition to NDC Fare Systems" — high-converting landing pages directly addressing pain points, showcasing tangible benefits, and including strong CTAs to drive sign-ups.

Landing Page Optimization

Exit-Intent Pop-Up

To capture abandoning visitors, we implemented a strategically timed pop-up form:

• Trigger: Activated on exit-intent or after 30 seconds on page.
• Form Fields: Multi-step format (Name, Email, Phone, Company) reducing initial friction.
• Incentive: "Get Exclusive NDC Deals for Your Business" to encourage immediate sign-ups.

CTA Button Optimization

We changed the CTA button color from blue to high-contrast green, validated through A/B testing, and repositioned it above the fold in the hero section. These changes boosted click-through rates and overall conversions.

Sticky CTA Bar

A fixed CTA bar at the bottom of the screen on both mobile and desktop ensured the primary conversion action remained visible at all times — reducing friction and driving higher engagement.

PPC Strategy

Meta Ads

Target Audience Segmentation

• Travel Agencies: Targeted via interests like "B2B flight booking" and "IATA agents" to capture independent and mid-sized agencies.
• Corporate Travel Managers: Leveraged job-title targeting ("Travel Procurement Manager") to reach professionals managing company travel budgets.
• Tour Operators: Focused on interests like "Bulk flight tickets" to attract operators booking group travel.

Ad Formats Used

• Image Ads: Quick awareness and brand recall featuring airline partner logos and messages like "Exclusive NDC Rates."
• Carousel Ads: Multiple benefits in a single swipe — "Save 20% on Bulk Bookings" and "NDC vs GDS Comparison."
• Video Ads: 30-second explainer videos demonstrating "How NDC Deals Cut Costs for Agencies."
• Testimonial Ads: Real client social proof reinforcing trust and credibility.

Google Ads

Keyword Targeting Strategy

We targeted competitor-branded keywords to intercept travel agents already searching for similar B2B flight booking solutions. Campaign structure used a mix of match types:

• Exact match for maximum relevance and qualified clicks.
• Phrase match to capture mid-funnel variations without losing context.
• Broad match (with smart bidding) to expand reach using Google's AI-driven intent signals.

Ad Copy Optimization

We positioned NDC Deals through value-driven comparisons against competitor booking systems, highlighting:

• Cheaper NDC fares vs. traditional booking systems
• Instant refunds and self-service compared to manual processes
• Faster onboarding (sign up in 2 minutes) with no paperwork

Campaign Structure

• Segregated branded keyword campaigns from non-branded and competitor campaigns for granular optimization and reporting.
• Implemented manual bidding strategies for precision targeting and greater control over cost allocation.

Results

Metric	Result
Total Conversions	175+
Total Ad Spend	₹13,000
Cost Per Conversion	₹73.90
Conversion Lift	154% increase
Keyword Rankings	#1 for "ndc fares," #2 for "ndc deals" and "ndc tickets"

This structured approach directly impacted campaign efficiency — by separating branded traffic and applying manual bid adjustments, we maximized ROI while reducing wasted spend on low-intent clicks.

Key Takeaways

• SEO foundation amplifies PPC performance. Improving page speed, Quality Scores, and landing page relevance before launching ads reduced CPCs and improved ad rank without increasing budget.
• Competitor keyword targeting captures highest-intent prospects. Intercepting users searching for competing B2B booking platforms reaches buyers at the exact moment they're evaluating alternatives.
• Multi-format Meta Ads cover every stage of the B2B buyer journey. Image ads for awareness, carousels for consideration, and testimonial ads for trust — each format serves a distinct purpose in the acquisition funnel.
• Campaign segregation drives optimization precision. Separating branded, non-branded, and competitor campaigns makes performance data actionable rather than averaged — enabling smarter bid decisions.
• CRO improvements compound paid campaign results. A/B tested CTA color changes, exit-intent pop-ups, and sticky CTAs turned more paid traffic into registrations without increasing ad spend.

Frequently Asked Questions

How did NDC Deals achieve 175+ conversions at ₹73.90 cost per conversion?

Through a multi-channel strategy combining competitor keyword targeting on Google Ads, precise B2B audience segmentation on Meta Ads, landing page CRO improvements, and continuous bid optimization. Segregating branded and non-branded campaigns gave greater control over where budget was spent.

Why target competitor keywords in Google Ads for B2B products?

Competitor keyword targeting allows you to capture users already in the market for a similar solution. For NDC Deals, targeting searches for competing booking platforms reached travel agents at their highest point of purchase intent. The key is value-driven ad copy that highlights your advantages without violating Google's policies.

What Meta Ads formats work best for B2B travel lead generation?

NDC Deals used image ads for brand recall, carousel ads showcasing multiple benefits, 30-second video explainers, and testimonial ads for social proof. Diversifying formats ensures coverage across awareness, consideration, and conversion stages.

How does homepage redesign improve PPC campaign performance?

A redesigned homepage improves landing page Quality Score in Google Ads, which lowers CPC and improves ad rank. For NDC Deals, adding a clear value proposition, high-contrast CTA, social proof counters, and a sticky CTA bar reduced bounce rate and increased registration conversions from paid traffic.

What is a 154% PPC performance increase and how is it measured?

A 154% increase in PPC performance refers to the lift in conversions from campaign baseline to optimized state. For NDC Deals, this was measured by comparing conversion volume before and after implementing structural campaign changes — including branded/non-branded campaign segregation and manual bidding strategy.

How long does it take to see PPC results for a B2B platform?

NDC Deals saw a 154% conversion lift within the optimization period on a ₹13,000 budget. B2B PPC typically requires 4-8 weeks of data collection and optimization before campaigns reach peak efficiency, as longer buying cycles and smaller audience pools require more time to accumulate statistically significant signals.

What is an exit-intent pop-up and how does it improve lead generation?

An exit-intent pop-up triggers when a user is about to leave the page. For NDC Deals, it offered an exclusive incentive for immediate sign-up. Combined with a 30-second time-delay trigger, this captured both abandoning and engaged users — boosting lead volume from existing traffic.

What role did SEO play in NDC Deals' PPC success?

SEO improvements — including technical fixes, keyword-optimized content, and link building — directly improved Google Ads Quality Scores. Higher Quality Scores mean lower CPCs and better ad placement, which means more conversions for the same budget.