The Knowledge Hub:
Trends, news & views

In a world where clicks are currency and attention is earned, your ad copy can make or break campaign performance. Even in price-led travel searches, copy matters. Travellers don’t just click on the cheapest fare – they click on the ad that feels most relevant and compelling to them.   

At Skyscanner, our Ads team has had a front-row seat to what works (and what doesn’t) in markets all over the globe. We’ve tested, tweaked and geeked out over countless campaigns, and one thing’s crystal clear: if you’re not experimenting with your copy, you’re leaving performance on the tarmac.

While you have instincts about what’ll land, the travel space shifts fast, and what performed well one month might fall flat the next. That’s why testing isn’t just a nice-to-have – it’s essential to allow the audience to show you what works, backing up your creative instincts with solid, real-world results.  

The right words, delivered the right way, can do a lot more than rack up clicks. They can nudge someone toward booking that dream trip. So if you’re ready to take your ads from “maybe later” to “booked it”, here’s a guide to make experimentation your not-so-secret weapon.