From Lead Tracking to Revenue Stacking: How One Destination Photographer is Flourishing

Challenges

Running a photography business in a destination market like Maui means navigating seasonal fluctuations, intense competition, and long-distance booking cycles. Before partnering with Logical Position, Frank Bernasek was managing his own ads with mixed results. Our first challenge was correcting legacy campaign settings that led to fluctuating bids and reduced control over ad performance.

We also needed to implement more accurate conversion tracking—particularly for phone calls, which accounted for a significant portion of leads. These efforts were further complicated by a sharp drop in tourism following the 2023 Maui fires, which added pressure to generate demand in an already disrupted market.

Solutions

When working with a renowned photographer who captures once-in-a-lifetime moments in Maui, your marketing better be just as picture-perfect. Our first click? Getting crystal clear on what was actually driving leads. That meant a total overhaul of the campaign structure, starting with full-funnel tracking—from form submissions to the all-important phone calls, thanks to CallRail.

We restructured the account with tighter tagging, cleaner attribution, and full visibility of the conversion path. From there, we focused on targeting vacationers in the dreamy, decision-making phase—mixing compelling CTAs with various ad formats that showcased the magic of professional photography in paradise.

To sustain our trajectory, we implemented campaign automations to reach a broader audience and deployed Microsoft Ads to capitalize on a lower cost per acquisition. This approach allowed us to align with seasonal booking windows and build toward long-term scalability.