From Scroll to Search:Collette’s Full-Funnel Approach to Driving Travel Leads

In March 2025*, Collette, a family-owned guided tour operator, launched a full-funnel paid social campaign on Meta (Facebook and Instagram) to drive awareness, consideration, and lead conversions among U.S. adults planning upcoming trips. 

Targeting frequent travelers, the campaign strategically combined static images, carousel videos, and in-platform lead generation forms. Each format was thoughtfully selected to engage users at various stages in their decision-making journey, resulting in a compelling and memorable experience for prospective travelers. 

”Digilant’s analytics expertise helped us go beyond the standard metrics. Their insight revealed just how powerful our creative was—showing that impressions alone were enough to move users closer to conversion.”

Kevin Rivera, Vice President of Digital Marketing, Collette

The Strategic Route to Search: When Impressions Spark Intent

One of the most compelling takeaways was the clear impact Meta ads had on search behavior. Beyond direct clicks and conversions, the team monitored how ad impressions influenced users to independently search for Collette on Google. By leveraging social attribution tracking pixels, they were able to connect upper-funnel engagement to lower funnel intent-demonstrating how paid social played a key role in driving organic brand interest. 

Fasten Your Seatbelts: These Results Are Taking Off

In March alone, 2,200 users visited Collette’s website via Google Search after simply viewing a Meta ad—without ever clicking. This was tracked using a 1-day view attribution model, capturing that moment when inspiration struck and travelers charted their own path to discovery.

Additional attribution insights included:

While each attribution window reveals the lasting influence of Meta ads, the standout stat is the 1-day view. It highlights just how powerful a single visual impression can be when served to the right audience at the right time—especially to those already dreaming of their next adventure.

Final Destination: A Campaign That Goes the Distance

Collette’s campaign proves that paid social doesn’t just drive clicks—it drives curiosity, intent, and action across the digital landscape.

By harnessing Meta’s visually rich environment and multi-format approach, Collette successfully connected with wanderlust-fueled audiences, proving that a well-timed impression can be the spark that inspires a whole new adventure. 

This campaign didn’t just create clicks—it created curiosity, momentum, and measurable action across the digital map.

*While the campaign ran beyond March, this case study spotlights March performance to illustrate Meta’s impact as both a direct-response driver and a brand-building channel.