The existing paid media strategy was misaligned with how premium teen travel experiences are purchased. Conversion wasn't moving amid rising paid social and search ad costs for BBYO Passport.
Rebuild the funnel: Rather than going all in on the end users (teens seeking summer travel), I rebuilt the funnel to first garner excitement with travelers, then win purchasers (parents) with trust and value.
Test, test, test: Dynamic assets, custom audiences, and strategic placement were all A/B tested to maximize our investment.
Launch and learn: I deployed the campaigns, teaching BBYO Passport's marketing team the nuances of Meta and Google Ads from end-to-end so their success could outlast our engagement.
89% lower acquisition cost: The rebuilt funnel proactively sold parents so we wouldn't rely on the travelers to do so. A/B testing kept every dollar flowing to the placements that converted.
2x conversion rate: With teens already excited, ads met the ultimate purchasers who just needed a last push from the best CTAs.
Want full-funnel media that pays for itself?
Let's chat