American Ghost Walks
CASE STUDY
From Local Legends to National Reach: How AAMP Built American Ghost Walks a Multi-City Marketing System Returning 7x
American Ghost Walks started in Madison, Wisconsin in 2010 with one rule: every story has to be true. Today its guides lead haunted history tours in 10 states and territories, from Chicago and Hollywood to San Juan and St. Thomas, with a 4.9-star rating from more than 2,800 reviews.
But one brand across nearly 30 cities means different seasons, different audiences and one short window where half the year’s revenue happens.
That’s where AAMP came in.
The Challenge: Many Cities, One Spooky Season
About half of American Ghost Walks’ annual revenue lands in September and October. Some cities run on locals, some on tourists, and some stay warm enough to book all year. One central social account has to sell every one of them, in a category crowded with national and local operators.
They needed a partner who could make every city work without treating every city the same, and have the whole brand firing at full strength when peak season arrived.
Our Approach: Strategy With Spirit
Put the spend where the demand is, and let the true stories do the selling.
AAMP built a full-funnel system around how each market actually books: search that captures travelers already looking for something to do, paid social that turns attention into bookings, and content led by owner Mike Huberty and the guides who make the stories real. A custom website, built for both search engines and AI assistants, brings it all together. Every channel was lined up for the fall peak.
The Results: Real Stories, Real Returns
- 7x return on ad spend on Google, with over $7 back for every $1 invested across July and August
- Meta return doubled in a month, from 3.5x in August to 7x in the first 20 days of September, heading into peak season
- 13% lower cost per conversion on Google from July to August, while return held above 7x
- 5.78% click-through rate on Meta awareness ads in August
- Organic search driving tracked revenue on its own, alongside paid
Why It Worked
American Ghost Walks already had what most tour brands chase: true stories, expert guides and guests who love them. What it needed was a partner who could treat each city on its own terms and build the system around that.
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