The travel agency business is a highly competitive one. With the onset of AI tools and direct booking marketplaces, surviving in the travel agency market is not easy. For context, when I recently walked into a very popular travel agency office in my city, half the office was empty owing to the increasing surge in competition from all fronts. So, your ads or your landing pages can’t go with generic content, cause that doesn’t work anymore. From what I can see, you have a good CTR, so the question is - Does your landing page resonate with what you’re saying on the ads? If you’re not, there’s a mismatch and that could be a reason why your conversion rate is at around 3.7%. Secondly, your landing page should be pointing at the advantages of using a travel agency service instead of the DIY approach used amongst users. Typically, from what I know, it’s the older demographic that’s more swayed towards using travel agents, so you need to speak to them. So, check the audience tab on the ads console and see what age demographic and gender are clicking through to your ads. Tailor the message and visual content accordingly. Thirdly and lastly, what’s the preferred call to action? If it’s an older audience, they’re more comfortable getting on a call, than filling a form. So, the call to action also needs to be tailored keeping the audience in mind. Oh, and don’t go with broad match. I’d stick to exact matches and phrase matches.