How Raw Arctic Got Their First Google Ads Sale in Just 2 Weeks
Greenland isn’t for sale—but it sells unforgettable adventures. And now, Raw Arctic is using Google Ads to sell them even better.
In March 2025, I started working with Raw Arctic, a travel company based in the heart of Greenland. They specialize in deep wilderness experiences: guided hunting trips, fishing tours, and multi-day Arctic expeditions. Think: raw nature, no filters, no crowds—just Greenland at its most authentic.
Until now, Raw Arctic had relied exclusively on organic content, TV appearances, and magazine features to generate bookings. It worked, but they were ready to try something new—to reach travelers who plan their once-in-a-lifetime adventures months in advance. So they brought me in to launch their very first Google Ads campaigns.
The challenge: make Google Ads work for a remote travel destination
Running Google Ads for a travel agency is always a balancing act between targeting the right intent and avoiding wasted spend. For Raw Arctic, we needed to connect with serious travelers—not just casual browsers or last-minute day-trippers.
We launched with two simple but strategic campaigns:
One targeting the US and UK, focusing on users actively searching for Greenland tours.
One targeting Greenland as a location—with a bold hypothesis: could Google's algorithm pick up on global users showing strong intent for Arctic travel, even if they weren’t located in traditional source markets?
The surprise success: Greenland-targeted campaign reached global audiences
The campaign targeting Greenland as a location was a strategic test. On paper, it might seem like it would only reach locals or tourists already in the country. But here's what happened:
✅ Within 2 weeks, the Greenland-targeted campaign delivered the first major booking
✅ It outperformed the US/UK campaign on every metric
✅ It achieved an incredible ROAS of 11.25 🚀
The surprise? Google was able to identify relevant users all over the world—people actively researching or dreaming about a Greenland adventure—and show them the ads, even though our campaign was technically targeted at Greenland.
Once we saw the performance difference, we paused the underperforming campaign and doubled down on what worked.
Why it worked: trust the algorithm, test everything
This result is a perfect example of how powerful Google travel ads can be—even in a niche market like Arctic tourism. Google’s algorithm picked up on the signals that mattered—search behavior, interest, and travel planning intent—and delivered the ads to the right people, no matter where they were.
It also reinforces one of my key principles:
Don’t assume—test everything.
You might think you know your best audience, but sometimes the data proves otherwise. In this case, the best results didn’t come from the expected source markets—they came from a campaign we nearly wrote off as a long shot.
What this means for other travel companies
If you run a travel business and you’ve been relying solely on organic traffic or traditional media, this is your sign to try something new.
You don’t need a massive budget. You don’t need complex campaigns. You just need a smart, test-driven strategy.
Working with Raw Arctic showed just how effective Google Ads for travel agencies can be when you combine:
Clear goals
Smart audience testing
Willingness to adapt
And this is just the beginning. With a proven foundation, Raw Arctic is now set to scale their campaigns and reach even more high-intent travelers who are ready to experience the wild Arctic.
Ready to try Google Ads for your travel company?
If you're curious about using Google travel ads or want help building a strategy that works for your destination, let’s chat. Whether you're in the Arctic or anywhere else in the world, the right campaign could be just what you need to reach your next customer.
📍 Explore more case studies and tips on my blog
✉️ Or reach out directly at martin-sandgaard.com
