In-House SUPPORT Programme
Run search in-house?
Don't run it alone.
A monthly programme giving your in-house paid search team external senior travel expertise, an independent audit every quarter, and a wider view of the market.
$150M+
Ad spend managed
17+
Years in travel search
Top 1%
Google Premier Partner
Ex-OTA
Expedia & Booking founding team
Support From the Leading Paid Search Team
Trusted by
THE GAP
Most in-house teams are capable
but isolated.
Many in-house paid search teams operate without an external reference point. No benchmark for whether performance is genuinely good. No independent check on structure. And in travel – where inventory, pricing, and seasonality shift constantly – that gap shows up in the numbers.
Worth noting: Often the only hands-on advice an in-house team receives is from their Google account manager - someone who may not always have the client's best interests at heart.
No clear external benchmark
Performance looks healthy internally, but there's no way to know what it would look like with a wider travel market view behind it.
Travel PPC is a specific discipline
Generic paid search knowledge doesn't map cleanly to travel. The constraints and optimisation logic are unique.
No independent audit mechanism
Internal teams have no structured way to independently review their own work. It's hard to spot your own blind spots.
OVERVIEW
Everything your team needs.
Nothing it doesn’t
01 - Core
Monthly working session
Two hours each month with senior managers from a team currently manage $150M in travel ad spend. We review your performance, share what we're seeing across the wider travel market - auction behaviour, what's moving, what's working - and work through any specific challenges your team is facing.
Your team leaves each session knowing where you stand relative to the market. You have a senior external voice for internal conversations about budget, resource, or strategy.
2 hours - every month
02 - Core
Quarterly independent account audit
A detailed review of your account by a senior account executive team - structure, bidding strategy, keyword architecture, and performance against what we'd expect for an account of your size and vertical. Delivered by people with no stake in protecting past decisions.
Most accounts we review have two or three areas with meaningful untapped performance. You'll know exactly what they are, prioritised by impact.
Full detailed report - every quarter
03 - Core
Bespoke Coaching Plan
Built from Search Machines' frameworks, playbooks, and 17+ years of travel paid search at scale. Structured around your team's specific gaps - seasonal planning, travel-specific bidding, account architecture.
Your team develops the kind of travel-specific expertise that typically takes years to build - structured around exactly where you need to improve, not a generic syllabus.
Ongoing access
04 - Core
Google Beta access and feature testing
We have access to Google Beta products, and repeatedly test new products and understand when they are mature enough to work and how they are best configured - so you don't waste budget on features that aren't ready.
Your team can be at the forefront of testing new Google features, with guidance on what's worth deploying and what to wait on.
Ongoing - as betas are released
05 - On Request
AI reporting tools
Search Machines has developed proprietary AI reporting tools. Rather than a single automated output, the report runs multiple AI agents in parallel - each analysing a different dimension of account performance - and synthesises the findings into a single structured view.
Your team sees account performance the way our managed clients do - a multi-dimensional report that goes beyond standard dashboards and platform attribution.
Price available on request
06 - Optional Extra
Short-notice and holiday cover
If someone on your team is on leave or leaves at short notice, we can step in and manage the account temporarily. Because we're already meeting monthly and auditing quarterly there's no handover document, no ramp-up time, and no risk of someone unfamiliar making changes.
You have a genuine safety net. Most in-house teams have no real plan for when someone is unavailable. This removes that risk entirely.
Price available on request
OVERVIEW
As a Google Premier Partner, we have access your in-house team doesn’t.
Google Premier Partner status isn’t something an in-house team can obtain regardless of spend. It unlocks a tier of Google tools, programmes, and early access that simply isn’t available to most in-house accounts.
Google product betas
Early access to new Google Ads features. We test them, understand when they’re mature enough to work, and how to configure them – so you get the benefit without the guesswork.
Media Mix Modelling
Access to Google’s Media Mix Modelling tools – understanding the true contribution of paid search to overall business performance, beyond last-click attribution.
Data analysis tools
Access to AB testing and data analysis tools that can answer questions on incrementality – which spend is genuinely driving growth, and which isn’t.
More Senior Google support
Direct access to Google account teams at a level most in-house teams don’t receive. When something changes in the platform, we hear about it earlier.
Who It’s For
Right for you if…
You manage paid search in-house and want a senior external team reviewing your account regularly - without handing over the keys.
You're in travel - OTA, airline, hotel group, tours - and you want expertise native to the vertical, not borrowed from a generalist agency.
You're spending $100K/month or more on paid search and want independent confirmation that the account is optimised - or to find out where it isn't.
Your team is capable but isolated - you want a wider market view and a senior voice to call on when pushing back internally on budget or resource.
You want your in-house team to continuously upskill and be at the forefront of performance marketing best practice.
Meet the Leadership Team
Richard Jackson
CEO
Richard brings 15+ years of digital marketing expertise, driving growth and consulting at board level to blue chip clients such as Expedia, Agoda, Just Eat and Fareportal.
Shlomi Beer
CTO
Shlomi oversees our proprietary marketing technologies and AI. He earned a PhD in Artificial Intelligence from Technion, and previously served as VP of Data Science at Agoda.
Richard Gradwell
Head of Product
Richard brings a deep PPC and performance marketing expertise. He previously served as VP of PPC at Booking.com after getting his start at Cambridge University.
Phil Jensen
Head of Client Success
With over 10 years managing global programs at Procter & Gamble, Phil ensures clients accomplish their goals by delivering results and building lasting partnerships.
Justin Knight
Head of R&D
After graduating from Cambridge University, Justin honed his skills at IBM before joining Search Machines. His technical expertise is an invaluable for achieving results for our clients.
The Risk
The risk is as low as
we can make it.
No minimum term. Cancel with one month's notice any time.
No account handover. Your team stays in full control.
Fixed fee. No percentage of spend, no escalating costs.
Meet the team first. See if we're a fit before you commit.
OVERVIEW
Fixed monthly retainer.
No percentage of spend.
A fixed monthly fee that doesn’t scale with your ad spend and doesn’t change if you’re having a good quarter.
- Monthly 2-hour session with SM senior team
- Quarterly independent deep account audit
- Ongoing bespoke training plan
- Google Beta access and feature testing guidance
- Cross-portfolio benchmarking
- Ad-hoc questions between sessions
- Best practice updates from live travel search campaigns
Meet the team to see if we're a fit before you commit.
