Challenge

GetYourGuide needed to acquire two very different kinds of tour and activity suppliers: high-volume self-serve sign-ups through broad performance ads, and high-value named accounts within niche segments, each requiring its own creative approach and funnel stage.

Strategic Approach

For broad B2B acquisition, I developed creative territories built around testimonials, product USPs, discovery, and revenue outcomes engineered to qualify serious operators and lower CPL. For ABM segments, I took existing thought-leadership content to build awareness.

Key Innovation

Rather than running one message across every supplier segment, I built distinct angles calibrated to each audience's real pain point—reach and revenue for scale-focused operators, cultural discovery and international visibility for heritage and niche verticals—while using "not for everyone" language as a deliberate qualifier to cut wasted spend.

Business Impact

Monthly campaigns balanced high-volume acquisition with focused ABM outreach, giving GetYourGuide creative built to move both a broad supplier funnel and a smaller, high-value list of named accounts toward MQLs.