DisruptiveLock City Adventure: From Struggling Local Room to Fully Booked
A single-location escape room was losing money on ads it couldn't measure. Here's how we rebuilt the funnel from tracking up.
Spending More, Booking Less
Lock City Adventure had been running Google Ads for over a year with no clear picture of what was working. Weekday bookings had been sliding for two straight quarters, and the owner suspected ad spend was being wasted — he just couldn't prove it.
Declining bookings quarter over quarter, with no way to tell which rooms or campaigns were underperforming.
Ad spend was being wasted on broad match keywords with no clear path to a completed booking.
Zero conversion tracking meant every reporting call was a guessing game, not a strategy session.
Four Moves That Rebuilt the Funnel
Rebuilt Conversion Tracking
We implemented call tracking and form-fill tracking tied directly to the booking system, so every dollar spent could finally be traced to a completed reservation.
Restructured Campaigns by Room Type
Instead of one catch-all campaign, we built separate Google Ads campaigns for each room theme, matching ad copy and bids to the actual demand for each experience.
Added Local SEO Landing Pages
Dedicated pages targeting "escape room near me" and neighborhood-specific searches gave the site organic visibility beyond paid clicks.
Launched Facebook Retargeting
Past visitors and website browsers who didn't book were retargeted with group-offer creative on Facebook and Instagram to bring them back for a second visit.
What Changed in 90 Days
"They fixed our tracking before they touched a single ad — that's when I knew this was different. Within two months our weekday slots were finally filling up, and we could actually see which rooms were driving the bookings."