Fright Factory
London, UK
Horror-niche positioning and a Halloween campaign plan for a London venue
White-label client, name changed to protect our agency partnership.
[ THE CHALLENGE ]
Fright Factory runs horror-themed escape rooms with live actors in London. Their previous ads treated them like a generic escape room: no mention of horror, live actors or the scare factor. They competed on "escape room London" against cheaper venues, and they had no plan for October, the month a horror venue should own.
[ OUR APPROACH ]
We built the ads around the niche. Campaigns targeted horror-specific searches such as "horror escape room", "scary escape room near me" and "live actor escape room". Every room got its own sitelink, callouts named the horror rooms and live actors, and structured snippets listed the room types. For October we built a dedicated Halloween campaign with horror ad copy, a multi-room bundle offer and themed landing pages.
[ WHAT WE SET UP ]
[ HOW THE WORK RAN ]
Rewrote all ad copy around horror. Added sitelinks for each room, callouts and structured snippets.
Added horror-specific keywords so ads matched what horror fans search.
Built the October campaign structure, the bundle offer and Halloween landing pages ahead of time.
Halloween campaign reused and updated every October; horror positioning year-round.
Want this approach for your escape room?
Get your free audit. We will show you exactly what we would do with your account.
Get Your Free AuditCurious what we would change in your account? Start with a free PPC audit or explore our services. See our pricing plans to get started.