Overview

The Intrepid Museum, a leading military and maritime history museum located in New York City, partnered with Major Tom to elevate its paid media performance and drive sustained ticket sales growth. Tasked with generating awareness and directly boosting revenue, we developed an ongoing paid media program spanning Meta, Google Search, and Microsoft Search platforms.

Our objective was simple but ambitious: achieve year-over-year revenue growth through digital campaigns while ensuring marketing effectiveness at every touchpoint of the customer journey—from initial consideration to conversion.

Strategic Approach

Our approach was built around two pillars: multi-channel alignment and continuous optimization. We designed an integrated paid media strategy that captured audiences across the full funnel—from initial consideration to final conversion—by activating Meta, Google Search, and Microsoft Search in a coordinated way.

Optimization was an ongoing priority throughout the campaign’s lifetime. We made strategic budget shifts toward the highest-performing channels and formats, ensuring spend was continually aligned with revenue potential. Our bidding strategies evolved as well: we transitioned from maximizing conversions to maximizing conversion value, better prioritizing high-revenue actions. Monthly performance data informed dynamic tROAS adjustments, allowing us to maintain momentum while adapting to market fluctuations.

On the search front, we refined keyword targeting by continuously expanding, updating, and applying negative keywords to improve relevance and reduce waste. We also broadened branded keywords to maximize reach through broad match and embraced AI-driven optimization recommendations from both Google and Microsoft to enhance campaign efficiency.

Finally, regular platform maintenance and optimizations ensured that campaigns stayed responsive to emerging trends, maintained high optimization scores, and delivered consistent performance improvements.

Conclusion

By aligning full-funnel paid media strategy with continuous optimization and performance-driven adjustments, the Intrepid Museum not only grew revenue substantially year over year but also achieved higher marketing efficiency and stronger customer acquisition at scale.

This campaign exemplifies marketing effectiveness at its core: a smart, agile approach that turned awareness into revenue and performance into real-world results.