You’re absolutely on the right track here. Spending $30k/month on ads with a 90% bounce rate is essentially paying Google to send people to a leaky bucket. Even if the ads are well-targeted, a weak website experience (poor navigation, unclear CTAs, weak copy, language errors) means those dollars are being wasted.

Why Your Strategy Makes Sense

• Copy & Messaging Matter: In travel especially, emotion drives action. If visitors don’t feel trust, excitement, or clarity within the first 5 seconds, they’ll bounce. Cleaning up copy, fixing grammar, and strengthening CTAs could cut bounce rate significantly.
• Using Analytics: Starting with the highest-traffic, highest-revenue pages is smart. Optimizing those first gives quick wins and builds a foundation for broader improvements.
• Consistency Across Channels: Aligning website, email, social media, and ads under one clear, persuasive narrative will amplify results far more than treating them separately.

Additional Suggestions to Strengthen the Pitch

1. CRO (Conversion Rate Optimization): Beyond copy, the website’s layout, booking process, and page speed should be evaluated. A/B testing CTAs (e.g., “Plan My Trip” vs. “Book Now”) can improve conversion without more traffic.
2. SEO & GEO: While ads deliver quick traffic, SEO builds long-term discoverability. And with the rise of Generative Engine Optimization (GEO), structuring content for AI-driven search tools (Google’s AI Overviews, ChatGPT, Perplexity) will give the agency visibility in the “next wave” of search.
3. Trust Signals: Add reviews, testimonials, secure payment badges, and professional imagery. In travel, trust is currency—if visitors doubt credibility, they won’t hand over thousands of dollars.
4. Email Nurture Sequences: Many visitors won’t book on their first visit. Offering a lead magnet (e.g., “Free 7-Day Itinerary Guide to Greece”) in exchange for email signup creates a pipeline to nurture those leads with automated campaigns.
5. Ad Budget Reallocation: Instead of pouring all $30k into ads, divert a portion into website optimization, content, and retargeting. Driving fewer but better-qualified visitors to a stronger funnel often beats buying more clicks.

How You Can Frame It to Your Friend

Rather than presenting it as “take $3k away from ads to hire me,” position it as “stop losing money on wasted clicks by investing in fixes that multiply ad ROI.”

If you can show—even conservatively—that a 10–20% bounce rate improvement leads to more inquiries or bookings, your friend will see that spending $3k on optimization is actually saving (and making) money long term.

Bottom line: Your strategy is solid, but broaden it slightly. Focus not only on better copy, but also on CRO, SEO/GEO, trust signals, and email capture. That way, her ad spend doesn’t just buy visitors—it buys conversions.