Campaign Goals and Objectives
Jared Dauenhauer with Murfreesboro Escape Rooms faced the challenge of maximizing marketing return on investment while driving foot traffic to his business. With limited knowledge and time, the company sought a strategic approach to allocate advertising dollars effectively.
Murfreesboro Escape Rooms partnered with Boro Business Lab to develop and execute a comprehensive Google Ads campaign. By increasing online visibility through targeted ads, the goal was to attract potential customers searching for thrilling escape room experiences. The partnership focused on optimizing ad performance over time to ensure high-quality clicks, improve click-through rates, and ultimately generate a measurable increase in revenue.
Overcoming Challenges
The Murfreesboro Escape Rooms faced a two-pronged challenge:
- Measuring Spend Impact: The client struggled to effectively measure the impact of their marketing dollars allocated to Google Ads. Determining the true return on investment and identifying which ad elements were driving conversions proved difficult.
- Ads that Convert to Business: Without the proper information or expertise with Google ads, the client struggled to create compelling ad copy that resonated with their target audience ultimately leading to increased bookings was a constant challenge. In addition, they lacked the data over time to strategically improve quality leads with ad spend over time.
Strategies and Tactics
Boro Business Lab employed a multi-faceted approach to create a successful Google Ads campaign for Murfreesboro Escape Rooms.
- Developed Compelling Ad Copy: The team crafted persuasive ad copy that highlighted unique selling points and incorporated strong calls-to-action.
- Implemented Rigorous Campaign Monitoring and Optimization: To maximize ad performance, Boro Business Lab engaged in weekly campaign audits and adjustments. This included keyword analysis, bid management, ad rotation, and A/B testing to identify and capitalize on high-performing elements.
- Integrated Robust Conversion Tracking: To accurately measure campaign effectiveness, conversion tracking was implemented within the escape room's booking system. This allowed for precise tracking of website traffic, leads generated, and ultimately, booked reservations.
Results and Achievement
- Achieved a consistent 10-12x return on ad spend: The Google Ads campaign generated significantly more revenue than its advertising costs, demonstrating exceptional efficiency.
- Dominated the local market: Murfreesboro Escape Rooms became the leading escape room business in the area, outperforming competitors in terms of online visibility and bookings.
- Enhanced brand awareness and reputation: By consistently appearing at the top of search results, Murfreesboro Escape Rooms solidified its brand as the go-to escape room experience in the community.
