Google Ads PPC for Escape Rooms | 2,011 Bookings in Tallinn

The client, iNGAME, operates escape rooms in Tallinn, Estonia, and wanted to increase online bookings through Google Ads while building a stable flow of customer inquiries and reservations. The main business objective was to grow completed escape room bookings, not simply increase traffic or secondary interactions. The account also tracked phone clicks, directions, gift certificate purchases, and other user actions to provide a broader view of campaign performance. Challenges The main challenge was to increase booking volume without allowing acquisition costs to grow proportionally. Different campaigns delivered different results, so the advertising budget needed continuous monitoring and reallocation. Another priority was distinguishing primary business conversions from supporting actions. Phone clicks and other interactions provided useful signals, but completed escape room bookings remained the main performance metric. Strategy & Implementation I focused the Google Ads strategy on increasing completed bookings and improving campaign efficiency through continuous optimization. The work included: - Campaign and conversion analysis: reviewed campaign performance, conversion data, acquisition costs, and user behavior to identify growth opportunities. - Campaign optimization: refined campaign structure and optimized advertising around the client's key escape room offerings. - Budget reallocation: concentrated spending on campaigns and directions that consistently generated conversions. - Performance optimization: regularly reviewed search terms, campaign efficiency, and conversion costs to improve the use of the advertising budget. - Conversion monitoring: tracked escape room bookings, phone clicks, gift certificate purchases, directions, and other relevant actions. - Controlled scaling: increased investment in proven campaign segments while continuing to optimize underperforming areas. This data-driven approach helped prioritize actual bookings and make budget decisions based on campaign performance rather than clicks alone. Results From April 1 to August 26, 2026, the Google Ads campaigns delivered: - 2,011 escape room bookings - 29% growth in bookings, from 1,547 to 2,011 - 1,592 phone clicks - 12 gift certificate purchases - 4 YouTube subscriptions - €20,188 in advertising spend The number of bookings increased by 464 compared with the previous benchmark, demonstrating the impact of systematic campaign optimization and scaling. Business Impact The project established a stronger and more consistent booking acquisition channel for iNGAME. By prioritizing bookings as the primary conversion, monitoring supporting actions, and reallocating the budget toward better-performing campaigns, the advertising strategy focused on the outcomes that mattered most to the business. The campaign also provided a foundation for further growth, with a planned 15% advertising budget increase to support additional scaling. Conclusion The iNGAME case demonstrates how Google Ads campaign optimization, conversion-focused management, and continuous budget reallocation can help an escape room business increase reservations in a local market. The key result was 2,011 bookings and 29% growth over the previous benchmark, supported by ongoing performance analysis and scaling of the most effective campaigns.