Portland Escape Rooms
Portland, OR, USA
Differentiated through room-specific campaigns in a crowded market
[ THE CHALLENGE ]
Portland Escape Rooms operates in the same city as Breakout PDX. That means direct competition for the same keywords. They have multiple themed rooms but were advertising them all under one generic campaign. Their ads said "escape room Portland" just like everyone else. Nothing differentiated them. In a city with 10+ escape room businesses, being generic means being invisible. Their CPA was climbing and bookings were flat.
[ OUR STRATEGY ]
Instead of competing head-to-head on generic keywords (where CPCs were $5+), we built room-specific campaigns. Each escape room got its own campaign with themed keywords. Their sci-fi room targeted "sci-fi escape room Portland." Their mystery room targeted "detective escape room" and "mystery room Portland." We created room-specific landing pages showing the theme, difficulty, photos, and reviews for that specific room. This strategy drove quality score up (better ad relevance), CPC down, and conversion rate up because visitors landed on a page matching exactly what they searched for.
[ THE RESULTS ]
[ CAMPAIGN BREAKDOWN ]
[ TIMELINE ]
Mapped each room theme to keyword opportunities. Found room-specific searches had 40% less competition than generic. Built landing pages per room.
5 room-specific campaigns live. Quality scores jumped to 8+ (from 5). CPC dropped 32% immediately.
Room-specific landing pages converting at 8.5% vs 4.2% for generic. Added reviews and photos to each page.
6x ROAS stable. Differentiated from competitors. Each room has its own audience and keyword set.
“We stopped trying to be the best "escape room in Portland" and started being the best sci-fi room, the best mystery room, the best horror room. Each room has its own campaign, its own page, its own identity. Our conversion rate nearly doubled because people land on exactly what they searched for.”
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