Projects in KhmelnytskyiProjects in KhmelnytskyiGoogle 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. I designed and developed a task and team workflow management module for organizing priorities, deadlines, assignees, and progress in one workspace. The system helps teams track overdue, current, and upcoming tasks while supporting owner, admin, and manager roles with clear permissions. Built with Next.js, React, TypeScript, Supabase, and PostgreSQL. Local SEO for Recording Studio | 80 Keywords, 34 in Top 10 & Position 6.5
The client was a local recording studio offering audio recording, mixing and mastering, voice-over services, and complete song production. The objective was to improve Google visibility for local commercial searches and attract relevant organic traffic without a large SEO budget.
The project demonstrated how a focused, limited scope of SEO work can deliver measurable results in a local niche with relatively low competition.
SEO Strategy & Implementation
The work focused on three areas: content optimization, link building and technical improvements.
I prepared two SEO texts for priority service pages to improve their relevance for commercial search queries. Several backlinks were acquired to support organic visibility, and technical website issues were fixed to establish a cleaner foundation for search performance.
The strategy prioritized pages directly related to the studio's services rather than large-scale content production or broad website restructuring.
Results
According to Google Search Console, between April 10 and October 7, 2026, the website generated:
352 organic clicks
9,080 impressions
3.9% CTR
6.5 average Google position
According to Serpstat, the website achieved visibility for 80 organic keywords, including:
34 keywords in the Top 10
6 keywords in the Top 3
Approximately 65 keywords in the Top 20
Examples of ranking commercial keywords included:
"recording studio Kharkiv" — position 2
"music production full service" — position 2
"voice-over for videos" — position 3
"record a song Kharkiv" — position 4
"professional mixing and mastering" — position 9
The website also appeared in AI-generated search answers for 49 queries, with 13 recorded mentions, according to the supplied Serpstat data.
Business Impact
The project improved organic visibility for searches directly related to the studio's services. Rankings were distributed across the homepage and service pages, including song production, mixing and mastering, voice-over and instrument recording.
The results were achieved without a large content plan, mass link building, a website redesign or paid advertising. The reported organic traffic came from search rather than paid campaigns.
Conclusion
This case demonstrates how a targeted local SEO strategy can improve search visibility with a limited scope of work. By combining two priority-page texts, several backlinks and technical fixes, the recording studio reached 80 visible organic keywords, 34 Top-10 rankings and an average Google position of 6.5.
The next growth opportunities are improving keywords currently ranking in positions 11–20, strengthening service pages that receive impressions but fewer clicks, and gradually expanding visibility in AI-generated answers. 
