social media
Optimization marketing

EO (Educational Opportunities Tours)

When the Israel-Hamas war shut down EO Travel's primary destination overnight, they needed a fast pivot — new markets, new funnels, new creative. Over 9 months we rebuilt their paid media strategy from the ground up: cutting cost-per-click by 57%, doubling monthly traffic, and driving social engagement up over 900%.
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Process

Overview

EO Travel is one of the largest Christian group tour operators in the US, with Israel as their flagship destination. When regional tourism shut down, their marketing strategy needed a complete overhaul — fast. We partnered with EO for 9 months to pivot their spend toward alternative destinations, rebuild their lead funnels, and generate measurable growth while the industry was still in freefall.

The Challenge

With Israel off the table, EO faced a sudden, near-total loss of bookings and no clear path forward. Their existing funnel was built entirely around Israel — it didn't translate to Greece, Italy, or other alternatives. And without conversion tracking in place, we'd have to generate results and find ways to measure them at the same time.

Our Approach

  • Funnel Development — Designed high-performing landing pages for Greece and Italy, using video, emotional headlines, and strategic CTA blocks to convert interest into qualified leads.
  • Creative Testing — Ran ad variations across platforms, with some ad groups reaching CTRs as high as 19.5% — far above typical travel benchmarks.
  • Social & Video Management — Built and launched branded content across Meta and YouTube, including videos with 63%+ view-through rates at $0.03 CPV.
  • Targeting Optimization — Refined audience targeting to eliminate waste and focus on in-market, faith-based travelers.
  • Cost Reduction — Dropped CPC from $6.45 to $2.74 while doubling monthly traffic from 362 to 919 visitors.



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Results

Paid Media & Funnel Performance

  • CPC cut from $6.45 to $2.74 — a 57% reduction in cost per click
  • Monthly traffic doubled in 30 days, from 362 visits (December) to 919 (January)
  • Landing page CTR reached 11–19% across campaigns
  • Video campaigns hit 63%+ view-through rate at just $0.03 CPV
  • Top ad group CTR: 19.5% — more than 3x the travel industry average

Organic Social (NTS Travel Sub-Brand)

  • Instagram reach up 6,296%
  • Facebook impressions up 672%, with 24.8K total views
  • Facebook engagement up 913%, reaching 1.41K interactions
  • Profile visits up 238% — strong signal of new audience interest

Final revenue attribution was limited by incomplete conversion tracking on the client side — a constraint we flagged and worked around throughout the engagement. The performance indicators above represent what we could measure directly.

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