23% Growth For Twenty Mile House by Minimizing “Mood-Board Traffic”
Twenty Mile House is the kind of venue couples obsess over online. It’s a scenic, exclusive mountain venue where you get married under the tall red-wood trees. It is instantly “Pinterest-worthy.”
For them, visibility is a double-edged sword. The brand attracts a huge volume of research and mood-board behavior. But a meaningful share of that traffic comes from couples below the venue’s price point.
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The harder part is that those “aspirational” signals often look almost identical to true buyers. Same Reels. Same searches. Same saved posts. Same venue-shortlist browsing.
So the goal wasn’t simply more traffic. The goal was building a strategy over a very long multi-touch decision cycle. Building an targeting ecosystem where the platform signals separate “dreamers” from “qualified" over 15-20 touch points.
THE CHALLENGE
​​​When we took over, the core issue wasn’t “nobody knows about Twenty Mile House.” It was that momentum had softened, and the previous agency had a marketing system built around higih volume inbound KPIs rather than closed deals:
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Budget mismatch - lots of attention from non-qualified budgets, and outside the city and state
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Very long lead times - couples book far out, often a year+.
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Multi-channel behavior - people bounce between Meta, Google, blogs, review sites like the Knot, and direct brand search before inquiring.
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On the organic side, year-over-year visibility had been trending down before the turnaround began, and the goal became compounding growth across channels instead of isolated wins.
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The client needed balance attracting broad interest to stay top of mind, learn “qualified intent behavior” fast, and prioritize those users over time.
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“I feel great! What an improvement! This is where it’s starting to get really, really exciting”” - Rachel, GM
OUR APPROACH
We built an ecosystem that filters by intent and intentionally killed reach. Limited budgets need to laser focus on qualified customers leaving more budget to out-bid competitors.
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On Facebook/Instagram ads, we used staged sequencing and retargeting to keep showing up during the mood-board phase, then prioritized deeper intent so the algorithm learned what real buyers look like and model optimized targeted audiences based on those signals.
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On Google, we captured high-intent searches and used audience layering/remarketing to win the “return later” behavior that’s common in venue shopping. By narrowing focus to tight demographics combined with data from social interactions and site traffic behaviors, we were able to allocate budget to regularly outbid competitors. SEO fed the ecosystem by growing “micro” discovery and building warmer retargeting pools, and serving as the capture to minimize spending $20-50 CPC on multiple return visits from the same person over months.
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