Bike Adventure Tours GmbH has been treating its customers to exceptional experiences all around the world since 1991. These range from adventure tours using the customers’ own mountain bikes to comfortable cycling tours with the emphasis on local culture and scenery. For advertising, the company uses traditional channels like holiday and bike fairs, catalogues and ads in print media. However, since 2013 it has increasingly been using Google AdWords to find new customers. “With AdWords, we can promote a broader range of tours,” says CEO Adrian Glättli. In recent years, more and more of the company’s bookings have been coming via the Internet. This introduces the company to customers at the very moment when they are looking for suitable tours. And if local trends emerge in specific countries, these can be factored in too. Embedded YouTube videos give customers a preview of what to expect, whetting the appetite for more. This is particularly important because the company doesn’t own local branch offices to provide advice. This makes its online activities via YouTube and AdWords invaluable for the business.