Fright Factory
London, UK
Halloween campaigns hit 18x ROAS with horror-niche targeting
White-label client — name changed to protect our agency partnership. Results are real and verified.
[ THE CHALLENGE ]
Fright Factory runs 7 horror-themed escape rooms in London. Their niche is their superpower, but their previous ads treated them like a generic escape room. No mention of horror. No mention of live actors. No mention of the scare factor that makes them unique. They were competing on generic "escape room London" keywords against venues that are half their price. Their ads blended in when they should have stood out. October (Halloween) should be their biggest month, but they had no seasonal strategy.
[ OUR STRATEGY ]
We leaned into the horror niche hard. Google Ads campaigns targeted horror-specific keywords: "horror escape room," "scary escape room near me," "live actor escape room." We added sitelinks for each of the 7 rooms, callouts highlighting "7 Horror Rooms," "Live Actors," "Up to 18 Players," and structured snippets listing room types. This drove CTR up 34%. For October, we built dedicated Halloween campaigns with countdown urgency, "Scream Pass" bundle offers (3 rooms for the price of 2), and horror-specific ad copy that spoke directly to thrill seekers. The Halloween campaigns hit 18x ROAS.
[ THE RESULTS ]
[ CAMPAIGN BREAKDOWN ]
[ TIMELINE ]
Rebuilt all ad copy around horror positioning. Added sitelinks for each room. Callouts and structured snippets installed. CTR jumped 34%.
Added horror-specific keywords. "Scary escape room," "live actor escape room." Quality scores improved as ad relevance increased.
Built October campaign structure. Scream Pass bundle created. Countdown ad copy ready. Landing pages with Halloween theme.
Halloween hit 18x ROAS. Year-round sits at 10 to 12x. October is now 3x their average month in revenue.
“Most agencies try to make us look like a normal escape room. These guys understood that horror IS our brand. The seasonal campaigns were genius. October is now 3x our next best month. The sitelinks showing each room individually made a massive difference in click-through rate.”
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