Suffolk Escape Academy
Bury St Edmunds, England, UK
ROAS 11x to 17x with £400/mo less ad spend and 100%+ profit lift
[ THE CHALLENGE ]
Suffolk Escape Academy opened at the tail end of the UK COVID lockdown in 2021. Bookings were not coming in fast enough to make the business viable. The owner, Jonathan Zinn, had been scrolling Facebook trying to figure out how competitors were marketing when he saw a post from Escape Room PPC and reached out. The account had basic Google Ads running but the campaign structure was burning budget on broad-match terms with low intent. Without changes, the venue was on a path to closing.
[ OUR STRATEGY ]
We started with a full account audit. The campaign structure was restructured from the ground up: underperforming campaigns paused, new campaigns built around the keywords that actually drove bookings, ad budget reallocated away from high-cost low-converting terms toward better-performing, less expensive keywords. Negative keyword lists were rebuilt to stop wasted spend. The CEO of Escape Room PPC personally worked the account weekly with Jonathan, with a check-in cadence every 1 to 2 weeks. The account was lean by design — no waste, every pound aimed at someone ready to book.
[ THE RESULTS ]
[ CAMPAIGN BREAKDOWN ]
[ TIMELINE ]
Found broad-match bleed and underperforming campaigns. Paused waste. Built new campaign architecture from scratch.
Cut spend on high-cost low-converting keywords. Doubled down on the keywords actually driving bookings. ROAS started climbing.
Account hit 11x ROAS on a leaner budget than before. Profits increased materially as bookings climbed and ad spend dropped £400/mo.
Continued weekly optimization compounded. ROAS reached 17x. Over 100% profit increase since the rebuild started in March.
“Google Ads campaigns improved, and ROAS increased from 11x to 17x, resulting in over a 100% increase in profits since March. And they are spending £400/mo less in ad spend to generate higher returns. They are professional, flexible, friendly, and helpful — honestly perfect.”
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