Eastern Escape
Suffolk, UK
Tight local targeting for a small venue in a small market
White-label client, name changed to protect our agency partnership.
[ THE CHALLENGE ]
Eastern Escape is a local escape room in Suffolk, a small market with limited search volume. Their campaigns used broad match and a wide radius, so they paid for clicks from people in London who would never drive to Suffolk for an escape room, and they could not see which keywords led to bookings.
[ OUR APPROACH ]
In a small market every click matters, so we tightened everything. We cut the geo-targeting radius to their real catchment, switched to exact and phrase match for "escape room Suffolk", "escape room near me" and "things to do Suffolk", and added negative keywords for London, Norwich and other cities outside the catchment. Performance Max covered Google Maps, where local searchers decide.
[ WHAT WE SET UP ]
[ HOW THE WORK RAN ]
Reduced the radius, removed broad match, added out-of-area negative keywords and launched Performance Max for Maps.
Ad copy and extensions written for local searchers.
Added "things to do" keywords for people planning weekends.
Ongoing keyword, negative and bid management.
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