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.
And with our precise Google Ads strategy and with 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, a leading NDC-powered booking portal, is 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 us 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.
NDC Deals SEO Fixations
Before we dig into the PPC campaigns we ran for NDC Deals, it is important to have a quick look at the SEO optimisations we carried out for them.
Since SEO forms the foundation for PPC, ensuring the website was search-friendly, technically sound, and equipped with relevant landing pages allowed us to improve Quality Scores, lower CPCs, and boost overall ad performance.
Homepage Redesign
We redesigned their entire homepage to ensure a clear value proposition, stronger visual appeal, and an intuitive layout that drives immediate travel agent sign-ups.
Below are the key points we kept in mind while designing their homepage layout.
- 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.”
- Intro Text: Short description explaining what NDC Deals offers and how quickly agents can get started.
- 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.
- Lifestyle Elements: Inclusion of a mobile phone with the app logo and a travel bag to imply convenience and readiness.
- Navigation Bar: Simple top menu with essential links -> Home, Register, How NDC Works, Support, Partner Airlines, FAQ, NDC Deals.
- Floating CTA: Persistent “Register Now” tab on the right for easy access while scrolling.
All these design changes and CTA insertions helped us boost user engagement, improve conversion rates, and drive a higher volume of qualified travel agent registrations.
On-Page SEO Optimization
Our first step was to strengthen NDC Deals’ on-page SEO to improve search visibility and ensure a smooth user experience.
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.
To enhance both user experience and search engine crawlability, we:
- Simplified URLs for clarity and SEO value (e.g., /ndc-flight-deals instead of /category123).
- Implemented breadcrumbs to improve navigation, help users understand site hierarchy, and assist search engines in indexing content effectively.
Keyword Research
We conducted detailed keyword research to identify high-intent, B2B-focused search terms relevant to NDC Deals’ offerings. Our analysis targeted terms with strong commercial intent and manageable competition to maximize visibility in organic search.
| Keyword | Avg. monthly searches |
|---|---|
| ndc deals | 720 |
| ndc fares | 260 |
| ndc airlines | 210 |
| what is ndc in airlines | 90 |
| ndc travel | 70 |
| ndc airlines list | 70 |
| ndc full form in travel | 70 |
| ndc bookings | 50 |
| ndc tickets | 20 |
| ndc airline meaning | 10 |
| ndc in airline industry | 10 |
Post-optimization, NDC Deals achieved strong positions for several high-value keywords within the travel B2B niche:
- #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.
In particular, ranking in the top 3 for transactional keywords such as ndc fares and ndc tickets positioned NDC Deals to capture high-intent leads actively searching for booking solutions.
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 and local SEO benefits.
These efforts not only improved backlink quality and quantity but also positioned NDC Deals as a credible authority in the B2B airline booking space.
Our link-building efforts resulted in a diverse backlink profile, with referring domains spanning multiple industries, including Information Technology (10%), Advertising & Marketing (4%), and Travel & Tourism (2%).
Notably, 79% of links were DoFollow (216 total), coming from authoritative sources, while only 21% were NoFollow, ensuring strong SEO equity and improved domain authority.
Content Strategy
We developed a content strategy built on the content pyramid framework, targeting Top of Funnel (TOFU), Middle of Funnel (MOFU), and Bottom of Funnel (BOFU) stages to guide prospects from awareness to conversion.
Our content team crafted well-researched, SEO-optimized articles tailored to each stage of the buyer journey, while our design team complemented them with visually engaging blog banners.
These banners not only reinforced the topic’s core message but also captured attention, improved click-through rates, and strengthened brand consistency across the website and promotional channels.
Top of Funnel (TOFU – Awareness)
To build awareness and attract a wider audience, we created educational content targeting informational search intent. One key example was the blog post “What is NDC in Airlines and How It’s Revolutionising Ticketing”, which explained the concept of NDC, its industry impact, and its benefits for travel agents. This content helped position NDC Deals as a thought leader while driving top-of-funnel traffic from users who were just starting to explore NDC solutions.
Blog Link – What is NDC in Airlines and How It’s Revolutionising Ticketing
Middle of Funnel (MOFU – Consideration)
At the consideration stage, we focused on content that helped potential clients evaluate their options and understand NDC’s competitive advantages.
A prime example was the comparison guide “NDC vs GDS Flight Booking”, which highlighted 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.
Blog Link – NDC vs GDS: Key Differences and How It Impacts Travel Agents
Bottom of Funnel (BOFU – Conversion)
For prospects ready to take action, we created high-converting landing pages such as “Why Corporate Travel Agents Should Transition to NDC Fare Systems”.
These pages directly addressed pain points, showcased tangible benefits, and included strong CTAs to drive sign-ups. By combining persuasive copy with clear value propositions, these assets turned consideration-stage interest into qualified B2B leads for NDC Deals.
Blog Link – Why Corporate Travel Agents Should Transition to NDC Fare Systems
Landing Page Optimization Strategies Implemented
To maximize lead generation from website visitors, we implemented a strategically timed pop-up form.
- Trigger: Activated on exit-intent or after 30 seconds on page to capture abandoning or engaged users.
- Design: Minimalist layout with a clear, benefit-driven headline to keep the focus on the offer.
- Form Fields: Multi-step format requesting Name, Email, Phone, and Company, reducing initial friction and boosting completion rates.
- Incentive: Offered an exclusive perk -> “Get Exclusive NDC Deals for Your Business” to encourage immediate sign-ups.
This approach ensured we engaged visitors at the right moment, delivering a relevant offer while keeping the process quick and user-friendly.
CTA Button Optimization
We optimized the PPC campaign’s Call-to-Action (CTA) button by changing its color from blue to a high-contrast green, making it more noticeable and encouraging clicks.
This was validated through A/B testing. We also repositioned the CTA above the fold in the hero section to ensure users see it immediately without scrolling.
These changes boosted user engagement, increasing click-through rates and overall conversions.
Fixed (Sticky) CTA Bar
The CTA bar was designed to remain constantly visible by fixing its position at the bottom of the screen on both mobile and desktop devices.
This sticky placement ensures that no matter how far users scroll down the page, the CTA is always accessible without requiring them to navigate back up.
By maintaining persistent visibility, the sticky CTA reduces friction and keeps the primary conversion action top of mind, ultimately driving higher engagement and click-through rates.
PPC Strategy
To scale NDC Deals’ visibility among travel agents and drive direct sign-ups, we built a performance-driven PPC strategy focused on high-intent keywords, compelling ad creatives, and frictionless landing pages.
Our approach was designed to highlight NDC Deals’ unique value proposition -> instant onboarding, cheaper airline fares, and full self-service ticketing. We also ensured maximum ROI through continuous optimization of targeting, bidding, and ad placements.
Meta Ads
Target Audience Segmentation
To maximize the impact of Meta Ads, we focused on precise audience segmentation tailored to NDC Deals’ B2B positioning. Our targeting strategy was designed to reach decision-makers in the travel industry who could directly benefit from cheaper NDC fares and self-service booking features:
- Core Audiences
- Travel Agencies: Targeted via interests such as “B2B flight booking” and “IATA agents” to capture independent and mid-sized agencies seeking competitive airline fares.
- Corporate Travel Managers: Leveraged job-title targeting (e.g., “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, where NDC’s incentives and transparency drive immediate value.
This segmentation allowed us to cut through irrelevant traffic, reduce cost-per-lead, and consistently generate high-quality sign-ups for NDC Deals.
Ad Formats Used
To engage different segments of our B2B audience, we implemented a mix of ad formats on Meta, each tailored to a specific stage of the buyer journey:
- Image Ads: Designed for quick awareness and brand recall, featuring airline partner logos and messages like “Exclusive NDC Rates” to build instant credibility.
- Carousel Ads: Showcased multiple benefits and offers in a single swipe. For example:
- Slide 1: “Save 20% on Bulk Bookings”
- Slide 2: “NDC vs GDS Comparison” (highlighting transparency and savings)
- Video Ads: Delivered short 30-second explainer videos demonstrating “How NDC Deals Cut Costs for Agencies” to simplify the product value proposition.
- Testimonial Ads: Leveraged social proof with real client testimonials, such as “We Saved 30% with NDC Deals!”, reinforcing trust and credibility.
This diversified ad strategy ensured we captured attention, educated prospects, and built trust, all while guiding them seamlessly toward registration.
Google Ads
Strategy
a) Keyword Targeting
We focused on capturing high-intent traffic by targeting competitor-branded keywords that aligned closely with NDC Deals’ value proposition. This allowed us to intercept potential customers already searching for similar B2B flight booking solutions.
To balance reach with precision, we structured campaigns using a mix of exact match, phrase match, and broad match variations. This ensured:
- 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 while leveraging Google’s AI-driven intent signals.
This layered approach maximized visibility across the funnel while keeping cost-per-lead under control.
b) Ad Copy Optimization
We optimized ad copy to attract high-intent users searching for competitor brands while staying compliant with Google’s advertising policies. Competitor brand names were used strategically in headlines and descriptions to trigger relevance, but without making direct negative claims.
Instead, we positioned NDC Deals through value-driven comparisons, 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
This approach created a persuasive narrative that captured competitor traffic, showcased NDC Deals’ advantages, and improved both CTR and conversion rates without risking policy violations.
Campaign Structure
To ensure clarity in performance tracking and tighter control over spend, we:
- Segregated branded keyword campaigns from non-branded and competitor campaigns, enabling more granular optimisation and reporting.
- Implemented manual bidding strategies, which gave us precision targeting and greater control over cost allocation across high-performing ad groups.
Results
This structured approach directly impacted campaign efficiency, leading to a 154% increase in conversions within the optimization period. By separating branded traffic and applying manual bid adjustments, we maximized ROI while reducing wasted spend on low-intent clicks.
Final Thoughts
At Nico Digital, we don’t just run ads, we engineer growth.
Our data-driven PPC strategies are designed to cut acquisition costs, boost conversions, and scale results just like we did for NDC Deals.
Ready to unlock the same performance for your business?
Let’s talk.
