4.9x ROAS
Telecoms
ROAS
A leading mobile operator was wasting eSIM budget on people who weren't travelling and couldn't separate business flyers from leisure ones. Navigator ran two Meta campaigns off confirmed airline passenger data across the UK, Germany and Spain.
The Challenge
A leading mobile operator faced two challenges threatening revenue growth. Their eSIM campaigns targeting “travel enthusiasts” and “frequent flyers” wasted budget on users who had already traveled or had no immediate trips, resulting in inflated CPAs and poor conversions.
Meanwhile, premium roaming plans failed to attract high-value business travelers because broad campaigns couldn't distinguish occasional leisure travelers from frequent corporate flyers.
The operator needed precision targeting to identify confirmed travelers in real-time, segmented by travel behavior, and reach them during the critical pre-departure decision-making window.
The Strategy
Navigator deployed a targeted mid-to-lower funnel Meta campaign leveraging first-party airline passenger data across UK, Germany, and Spain.
The two campaigns
eSIM Campaign
Targeted confirmed passengers with international flights (6+ hours, non-EU destinations) traveling within 14-30 days, focusing on Economy/Premium Economy leisure travelers, served diverse ads by market during the 14-30 day pre-departure planning phase.
Premium roaming campaign
Targeted business class passengers with 3+ bookings in 12 months, flying midweek to business hubs (New York, Dubai, Singapore, Hong Kong), reaching them during the pre-departure decision-making period of 7–21 days.
Campaign Results
42%
eSIM Campaign — Lower CPA. €18 vs. €31 benchmark.
3.1%
eSIM Campaign — CTR. vs. 0.7% industry avg.
48%
Premium Roaming — Lower CPA. €65 vs. €125 benchmark.
5.4x
Premium Roaming — ROAS. 38% frequent travelers.
Across both campaigns
22%
Cross-Sell Rate.
18%
Premium plan growth.
The Conclusions
Precision targeting
That eliminated wastage and dramatically reduced CPA.
Behavioral segmentation
Differentiating casual travelers from high-value business customers.
Optimal timing
Reaching travelers during active planning phases, maximizing conversion.
Scalable efficiency
Expanded to 5 additional European markets with localized messaging.
Navigator's first-party travel data enabled the mobile operator to solve two distinct acquisition challenges with a single, cost-efficient Meta campaign.
The dual-objective approach proved that first-party travel data can simultaneously drive ROAS while building a higher-value customer base. Notably, 22% of eSIM customers upgraded to annual premium plans within 90 days, demonstrating strong cross-sell potential and long-term revenue impact beyond initial metrics.
Explore new horizons for your commerce vertical.
No black box. No chatbot.