This study employs a conversion technique to examine the effects of destination website advertising on tourists’ actual visit, revisit intentions, and financial returns between two groups (paid vs. organic). Based on the elaboration likelihood model (ELM) of persuasion, findings indicate that paid search consumers who were with a high level of involvement in website advertising had higher conversion rates than organic search consumers. Although prior research has shown the importance of involvement as a determinant of advertising effectiveness, the current study concludes that website advertising involvement is not only a critical variable for evaluating advertising effectiveness, but also an essential element affecting the tourists’ decision making related to the destination.