Searoad Ferries
How SearchMax positioned Searoad Ferries at the forefront of coastal travel planning, turning search visibility into increased bookings and passenger growth.
#1 ranking for the most relevant search terms
Setting Sail: Who Is Searoad Ferries?
Searoad Ferries connects the Mornington (Sorrento) and Bellarine Peninsula (Queenscliff) with vehicle and passenger ferries that run daily. They take locals, daytrippers, and holidaymakers on a scenic cruise across Port Phillip Bay, providing a seamless link between two major coastal destinations in Victoria.
Searoad Ferries has been offering its customers an experience that goes beyond just transportation. Onboard, travellers get to unwind in the cafés and bars, revel in the panoramic views from the lounge areas, and spot dolphins from the viewing decks. Their ferries don’t just move people to where they need to go, but also create a space for memorable moments along the way.
However, even with a strong brand, Searoad Ferries needed to reach more travellers. And that’s where SearchMax comes in.
The Challenge: Barriers to a Smooth Crossing
Searoad Ferries had strong demand across its services, but there was an opportunity to further increase bookings. Hitting that mark meant engaging a broader audience, which also meant unlocking a different type of traveller: spontaneous day-trippers and visitors looking for an experience beyond the usual road trips.
Our task was to reposition the ferry from a “nice alternative” into making the travel experience itself worth choosing over the drive. Not just a way to get across the bay, but a reason to take the journey in the first place. And that meant turning consideration into intent, and intent into more bookings.
Our Approach: A Smarter Navigation Plan
We rebuilt Searoad Ferries’ search strategy around real top-of-funnel intent: the crucial moments when people start planning and comparing travel options. Instead of focusing solely on direct ferry-related searches, we identified a broader set of queries that potential customers use, including day-trip ideas, “things to do,” regional getaways, and experiences that naturally involve a ferry crossing. At the same time, we strengthened visibility for core commercial searches such as ferry times, ticket availability, and pricing.
The goal was simple: make Searoad Ferries part of the travel conversation from the very start, so by the time someone was ready to book, the ferry was already the obvious choice.
And we did.
Results: Anchoring the Wins
Through our top-of-the-funnel search strategy, Searoad Ferries has not only become visible for “ferry” terms, but also for discovery terms. Search terms dominated mostly by Tripadvisor, Booking.com, Visit Mornington Peninsula, and Visit Victoria are now led by Searoad Ferries. So when people search for ideas on where to go, what to do, and where to eat, Searoad Ferries is the first thing they see. This early presence turns travel planners into prospective customers, long before competitors enter the frame.
With combined SEO and PPC efforts, SearchMax delivered measurable results for Searoad Ferries.
- 80% increase in organic search traffic
More potential customers were discovering Searoad Ferries’ routes, schedule, and experience without the brand having to pay for every click. - 59% increase in organic search visibility
Competitors were pushed further down the SERPs, establishing Searoad Ferries as the default starting point for travellers planning trips across the Bellarine and Mornington Peninsula. - 139% growth in organic revenue from search
This demonstrated that increased traffic wasn’t just numbers on a page. Visitors were converting into ticket sales, directly impacting revenue. - 20% increase in website visitors
More people were discovering Searoad Ferries organically and through paid campaigns. This also meant a larger pool of potential travellers entering the booking funnel, increasing the likelihood of conversions and strengthening brand awareness early in the planning phase. - 305,000 visits via Google Ads and 36,000 visits through Meta Ads
Google Ads drove high volumes of traffic through non-keyword campaigns and Display Network creatives, which were complemented by Meta Ads with upper-funnel traffic. Together, these channels captured travellers at multiple stages: those actively searching for ferry options, as well as those exploring day trips and regional experiences. - 17 million impressions in Google Ads
From 13 million impressions, we bumped up the impressions on Google Ads to 17 million, resulting in 184% growth in just a year. With more people being reached, the traffic activity on the site has gone up to nearly 40% higher than last year.
And with #1 rankings for the most important terms, Searoad Ferries now leads the conversation whenever travellers plan their Bellarine-Mornington Peninsula journeys.
