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4.5x ROAS and 30% Reduction in Cost Per Booking for IndiGo’s Domestic Network

IndiGo is a performance-driven airline helping millions fly through strategy, creativity, and data. We built scalable marketing systems designed to deliver long-term results in a fast-changing digital world.

Driven by Purpose. Built for Growth.

Adstacks partnered with IndiGo to dominate the competitive low-cost carrier market. Our clear mission was to help the brand grow through smart strategy, data-driven execution, and measurable performance results that drive high-volume ticket sales across India.

Strategic Objectives

The goal was to maximize flight bookings while maintaining a lean acquisition cost across diverse traveler segments.

Maximize Direct Bookings

Shifting traffic from third-party aggregators to IndiGo’s direct web and app platforms.

Optimize Ad Spend (ROAS)

Implementing precision targeting to ensure every rupee spent translates into confirmed seat sales.

Dynamic Retargeting

Engaging users who abandoned their search to bring them back for final checkout.

Scalable Reach

Capturing high-intent search traffic for domestic and international routes in real-time.

Search Engine Marketing (SEM)

Managing large-scale Google Ads accounts with thousands of dynamic route-based keywords.

Programmatic Advertising

Utilizing real-time bidding to place ads in front of frequent travelers across the web.

Conversion Rate Optimization

Streamlining the flight selection and payment process to reduce drop-offs.

Data-Driven Analytics

Implementing deep-funnel tracking to measure the lifetime value of acquired passengers.

Service Provided

Adstacks deployed a performance-first marketing suite designed for high-concurrency travel demand.

Campaign Strategy

To amplify IndiGo’s “on-time” brand promise, we created a strategy that prioritized speed and efficiency. Here’s how the FUNNEL went:-

Strategy Before Action

Analyzing seasonal travel trends to allocate budgets effectively across high-demand routes.

Performance with Purpose

Focusing on high-intent search queries like "last-minute flights" and "cheapest airfare".

Data-Driven Decisions

Using automated bidding strategies to stay competitive during peak holiday booking windows.

Creative That Converts

Developing high-impact visuals that highlight IndiGo’s vast network and punctual service.

Campaign Execution

We categorized our performance efforts into three strategic buckets to maintain a high-performing acquisition engine:-

High-Intent Search

Capturing users actively searching for specific flight routes to drive instant conversions.

Dynamic Retargeting

Serving personalized ads with real-time pricing to users who previously viewed flights.

Brand Defense

Protecting IndiGo’s brand terms to ensure direct traffic is not diverted to competitors.

Overall Growth & Performance Impact

By deploying a performance-driven framework, we achieved total efficiency for IndiGo’s digital spend. Our efforts resulted in a significant increase in direct revenue while lowering the overall dependency on costly third-party channels.

Performance Marketing Results:

  • 4.5x Return on Ad Spend (ROAS) achieved across domestic campaigns.

  • 30% Reduction in Cost Per Acquisition (CPA) for direct web bookings.

  • 25% Increase in Year-over-Year (YoY) direct ticket sales through the official app.

  • 99% Impression Share maintained on critical high-demand flight routes.