Overview
River Riders came to TOMIS with a clear goal: grow direct bookings and improve the efficiency of their digital marketing investment across a complex, multi-activity operation. With experiences spanning ziplines, rafting, adventure parks, and lodging, the business presented both significant opportunity and the challenge of communicating a diverse product mix to the right audiences at the right moment in the booking journey.
TOMIS implemented a performance-first advertising strategy built around high-intent search demand for River Riders' core activities. Google Ads campaigns were restructured to prioritize revenue-driving keywords aligned with each activity category, reducing wasted spend and improving conversion rates.
On paid social, TOMIS introduced a targeted Meta Ads program designed to reach active adventure-seekers across River Riders' primary drive markets. Creative and audience strategies were refined over time to lower cost per acquisition and improve return on ad spend.
The strategy also incorporated TOMIS ChatBot, an AI-powered website assistant that engages visitors, answers trip questions, and drives visitors toward booking — transforming website traffic into qualified leads and direct bookings.
Results
The combined impact of restructured paid media, improved targeting, and AI-assisted conversion delivered exceptional results across every key performance metric in 2025.
Paid search performance saw dramatic improvement. Google Ads delivered a 29x return on ad spend — more than doubling the prior year ROAS of 13.6x. Conversion value grew 127% year-over-year, while ad spend increased by just 5%.
Meta Ads generated a 26x ROAS, with attributed purchase revenue growing 83% year-over-year. Paid social spend scaled by more than 2x while maintaining elite efficiency — a strong signal that the creative and audience strategy had room to grow.
AI-driven website sessions grew 6,935% year-over-year, reflecting the growing role of AI-assisted discovery in driving travelers to River Riders' booking pages.
Together, these results position River Riders as one of TOMIS' strongest-performing adventure tourism clients — and a benchmark for what a well-executed multi-channel digital marketing program can deliver for a multi-activity outdoor operator.
