Success at scale for KLM Royal Dutch Airlines

KLM realised a 9.5% uplift in traffic, in 140 countries with RSA's in 22 languages


Running services across 140 countries and five continents, KLM Royal Dutch Airlines is not only the oldest airline in the world still operating under its original name, it is also a major advertiser in the world of travel. With KLM looking to recruit more passengers abroad, it is crucial to be relevant for each customer, with the right message at the right time.

Strategy & Execution

To achieve this, a scaled approach to localise search campaigns was implemented. KLM used Google’s Campaign Translator service together with the AI technology of Responsive Search Ads (RSA) to be relevant to every future customer in 22 different languages. In a joint effort with iProspect (one of KLM’s digital partners) the roll out of Responsive Search Ads was implemented in 75 markets utilizing the automation tool iActivate.



  • +9.5%

    Uplift in traffic

  • 140

    Countries with RSA's

  • 22


In a joint effort the roll out of Responsive Search Ads was implemented in 75 markets utilizing the automation tool iActivate.

“Google’s Responsive Search Ads give us the opportunity to become more and more relevant to our customers. It helps us to further capture individual consumer’s attention by testing the effectiveness of continuously varying content against specific search queries.”
Tom Verbugt Director E-Acquisition at KLM Royal Dutch Airlines

Business Effect

By using automation, we were able to roll out Responsive Search Ads in just four weeks for KLM. This includes translations to 22 languages and creating over two million ads with dynamic elements like price, flights per day and flight specific content like information about the board crew and what kind of drinks and meals are served. With RSAs, we can now leverage the strengths of Machine Learning so that the best combinations of specific ad elements are shown depending on the user, device and search term.