The same trip, sold twice — at ₹299 and at ₹1,999.

The brief

Bharat Incredible Tourism sells the same destinations two ways. Delhi sightseeing is ₹299 on a shared bus or ₹1,999 in a private car. Delhi to Agra is ₹699 by bus or ₹6,499 by car. Jaipur, Haridwar and Rishikesh, and Kurukshetra are car packages at ₹6,499 to ₹6,999, and there are multi-day Chardham packages on top.

Those are not two prices for one product. They are two products with two entirely different buyers — a solo traveller near Paharganj counting rupees, and a family that wants a car to itself and will not share a coach at any price. Both of them type almost exactly the same words into Google.

• Two buyers, one vocabulary — “delhi to agra tour” means both a ₹699 seat and a ₹6,499 car
• A twenty-times difference in booking value that the bidding has to respect
• Chardham packages on a completely different, seasonal decision cycle
• An advance payment on a ₹6,999 booking, which raises the bar on trust before anyone enquires

The approach

Bus and car were separated into their own campaigns, and then — the part most accounts skip — negatives were pointed in both directions. “Cab”, “taxi” and “private car” were excluded from the bus campaigns; “shared”, “seat”, “budget” and the low fares themselves were excluded from the car campaigns. Without that, the two halves of the business quietly bid each other up all month.

Budget then followed value rather than volume. The car campaigns carry a much higher cost-per-click ceiling for the simple reason that one car booking is worth roughly twenty bus seats. Judged on clicks the bus campaigns look like the winner every time; judged on rupees they are not.

Chardham was treated as a third thing entirely — a seasonal package with a long consideration window, where a direct-response push wastes money and remarketing does the work.

• Two campaign trees. Bus and car separated completely, with their own budgets, bids and copy.
• Cross-negatives in both directions. Each tier excludes the other’s language, so they stop cannibalising each other.
• Bids set by booking value. A car click is allowed to cost far more, because it is worth far more.
• Vehicle and price in the headline. The ad tells the searcher which tier this is before they spend a click finding out.
• Chardham as a seasonal, remarketing-led campaign rather than a direct-response one.
• Registration details surfaced on site. GSTIN and Udyam shown plainly, because an advance payment needs a reason to trust.

What shipped

• Separate bus and car campaigns, each with route-level ad groups
• Cross-negative keyword lists so the two tiers never compete for one query
• Responsive search ads naming the vehicle and the fare in the headline
• Landing pages showing both tiers priced side by side, so the choice is made on the page
• A seasonal Chardham campaign structure with remarketing rather than a constant push
• Call, WhatsApp and form conversions tracked and verified before launch
• Trust signals placed above the enquiry point: registration details, fleet, inclusions
• Enquiry routing that tells you which tier the enquiry came from

What changed

The two products stopped fighting. A budget-led search now lands on a bus page and a private-car search lands on a car page, each with the right price already visible, which means the click is either qualified or it never happened.

The wider lesson generalises well beyond travel: any business with a cheap tier and a premium tier is running two campaigns whether it admits it or not. Left in one campaign, the cheap tier absorbs the impressions because it wins the auction on price — and the profitable half of the business slowly stops being advertised at all.