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.
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Google Ads PPC for Local Restaurant | 412 Local Actions at $0.94 CPA
Make&Take Pizza is a local restaurant specializing in pizza delivery and takeaway in Ursynów, Warsaw, Poland. The main objective was to attract users with high purchase intent and turn local search demand into real visits, calls and orders.
Instead of focusing only on website traffic, the campaign was built around local actions and Google Maps visibility. I launched and optimized a Google Performance Max campaign using Google Maps, Search, Display and YouTube placements.
Campaign Setup
The campaign used the Performance Max "Local store visits and promotions" objective with a Maximize Conversions bidding strategy and local targeting focused on Ursynów.
I analyzed the local market and business location, configured the Google Ads account, synchronized the Google Business Profile, and completed advertiser verification and moderation.
The campaign was optimized around three key local conversion actions:
Directions
Click-to-Call
Calls from Ads
Optimization
During the learning phase, I monitored impressions, clicks, CTR, CPC, conversions and advertising spend, while gradually improving the campaign structure and creative assets.
I expanded the creative pool with banners and video, integrated YouTube Shorts, and focused optimization on high-intent actions such as directions and calls.
I also analyzed the hours generating the strongest demand and adjusted the campaign approach around the restaurant's peak ordering period.
Results
The campaign generated:
104,197 impressions
1,519 clicks
1.46% CTR
$0.25 average CPC
$386.39 total ad spend
412 local actions
$0.94 average CPA
27% conversion rate
Local actions included:
364 Directions
38 Click-to-Call
10 Calls from Ads
Business Impact
During the campaign period, the restaurant recorded 635 total orders through its POS system, including orders influenced by advertising, organic traffic and returning customers.
The campaign demonstrated that local Google Ads activity can influence offline purchasing behavior. Users could first discover the restaurant through Google Maps, request directions or call the business, and complete the purchase later by phone or in person.
The strongest ordering activity occurred between 16:00 and 21:00, providing a clear opportunity to concentrate future advertising activity around peak demand.
Scaling Opportunities
The next optimization stage included increasing the budget during peak hours, expanding video formats such as YouTube Shorts, testing promotional offers in Google Maps, and creating separate asset groups for takeaway and delivery.
Conclusion
The campaign created a consistent flow of local users and achieved 412 local actions at a $0.94 CPA. With $386.39 in advertising spend and 635 total orders recorded during the campaign period, the project demonstrated the potential of Performance Max and Google Maps to support real-world restaurant sales and local demand.
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