Google Ads for escape rooms. The channel that drives 67% of bookings.
The keyword strategy, campaign structure, and bidding framework we use across 200+ accounts.
[ WHY GOOGLE FIRST ]
67% of escape room bookings start with a Google search
When a group of friends decides on Friday afternoon to book an escape room for Saturday, where do they go? Google. They type "escape room [city]" and click one of the first three results. If you are not there, you do not exist.
Google Ads puts you in those top three positions immediately. No waiting for SEO to rank. No hoping your social post goes viral. You show up when it matters, for the searches that matter.
The key is knowing which keywords are worth bidding on, how to structure campaigns to avoid wasted spend, and how to write ad copy that gets the click. We have cracked this for 200+ escape rooms. Here is what we know.
Average ROAS on Google Ads
Average cost per booking
Of escape room bookings start with Google
Of those searches happen on mobile
[ KEYWORD STRATEGY ]
How we think about keywords for escape rooms
Tier 1: Book Now
Highest. These people are booking today.
Bid highest here. Worth paying for.
Tier 2: Specific Search
High. Specific need increases booking likelihood.
Bid aggressively. Match ad copy to the specific query.
Tier 3: Discovery
Medium. Not specifically looking for escape rooms.
Bid conservatively. Lower conversion rate expected.
Negative Keywords
Zero. Will never book a physical escape room.
Add these before launch. Save 20-30% of budget.
[ CAMPAIGN STRUCTURE ]
How we structure Google Ads for escape rooms
Core Search Campaign
40-50% of Google Ads budgetTargets your city + "escape room" combinations. This is your highest volume and most reliable campaign. Mobile-first bidding, booking page landing pages.
Corporate and Team Building
20-25% of Google Ads budgetSeparate campaign for "team building [city]", "corporate event [city]", "work event ideas". Links to dedicated corporate landing page with group pricing and invoice info.
Occasion-Based
15-20% of Google Ads budgetBirthday, date night, anniversary, family. Each with specific ad copy and landing pages. Seasonal rotations for Valentine's, Halloween, holiday party.
Competitor Campaign
10-15% of Google Ads budgetBidding on local competitor venue names. Lower CPA than broad keywords because searchers are already in buying mode. Requires careful ad copy (no trademark issues).
Want to see this structure applied to your account? Book a free audit and we will audit your current setup against this framework. Also read our full Google Ads guide.
[ READY TO START? ]
Ready to dominate Google search for escape rooms in your city?
Book a free audit. We will show you your keyword gaps and what a proper campaign structure looks like for your venue.
Free audit. No credit card. Results in 7 days.