Case Studies

JumpFly Paid Search Management Desktop-First Strategy Increases Lead Forms and Drops CPA

THE CHALLENGE

Virgin Island Sailing, a premier charter brokerage specializing in luxury yacht vacations worldwide, wanted to improve the quality of leads from online forms while lowering cost per qualified lead. With a limited budget, the goal was to enhance lead quality without sacrificing the steady lead volume their business relied on.

THE APPROACH

Rather than following the standard “mobile-first” playbook, the team made a deliberate, data-driven shift toward desktop. Analysis showed that while most users began researching luxury yacht charters on mobile, the highest-quality leads consistently came from desktop users.

With this insight, the strategy focused on reallocating spend toward desktop traffic and away from broad mobile audiences. Working closely with Virgin Island Sailing, the team reviewed ad groups that would benefit from reduced mobile visibility. Tactics included excluding mobile traffic entirely in select campaigns or applying aggressive mobile bid decreases—often exceeding 70%—to prioritize desktop performance and attract more qualified prospects.

THE RESULTS

By redirecting budget from mobile to desktop, Virgin Island Sailing saw fewer overall clicks but stronger lead quality. Feedback from the sales team confirmed a clear improvement in conversion potential, successfully meeting the goal of generating better leads at a more efficient cost.