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Posted: Fri 8th Aug 2025
5 min read
After 30 years in the cement industry, John Kitching decided it was time to turn his passion into a profession.
He launched Jet Adventures, a boating business offering nature-inspired trips along the Suffolk coast, including popular seal-watching excursions to Scroby Sands.
The motivation behind Jet Adventures was more than just a career change. John wanted to create local jobs, support charities and enjoy a more fulfilling line of work – taking people out on the water to enjoy wildlife and the coast.
While the passion was there, turning this dream into a sustainable business brought a new set of challenges.
Like many tourism businesses, Jet Adventures thrives in the summer holidays but struggles during the off-season.
During peak months, John runs up to three trips a day, seven days a week. Come winter, that drops to just a couple of trips per fortnight.
John knew the demand was there – he just needed a better way to reach the right customers all year round. That's where Google Digital Garage came in.
An invite from his local MP led him to a Google Digital Garage event in his hometown of Lowestoft. What he discovered changed the way he approached digital marketing – and his business.
At the session, John learned how to harness AI tools more effectively, particularly focusing on how to write better prompts to get useful and accurate outputs.
John says:
"It really clicked when the trainer showed how the quality of your question changes the quality of the AI output. That was a big moment for me."
John works with an outside agency on his Google Ads and admits the language they use when discussing their activity sometimes goes over his head. He says:
"Sometimes they'll try and explain something to me about the ads, which I don't get. So after the call, I'll often go to Gemini and ask it to explain it to me in a much better way. That's helped me improve the ads quite a lot."
John didn't just take notes – he took action. After the session, he took a number of steps to improve how we went about things:
He began using Google's AI tool Gemini for better AI integration.
He used AI to get his Google Ads performing much better, which gave him a higher return on ad spend (ROAS).
He created stronger applications for business grants and awards.
He started using AI every day for both strategic planning and operational decisions.
"I'd struggle to do what I do now without AI," John says. "The Digital Garage made that possible."
While John's long-term goals haven't changed – he still wants to grow the business sustainably and share his love for boating – his strategy has evolved.
AI and digital tools are now embedded into the business's day-to-day operations, helping Jet Adventures thrive even beyond the high season.
John is quick to recommend Google Digital Garage to other entrepreneurs:
"Just do it. It's free, it's professional, it's fun – and you might gain a lot. Worst case, you get free food and drink. Best case, it transforms how you run your business."
Sign up for a Digital Garage event near you and take the next step toward future-proofing your business.
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