Meta Ads · Tracking & Analytics Updated
This escape room was getting bookings from Facebook ads, but not enough to grow. Four months later, monthly bookings more than doubled and every dollar spent brought back $3.50.
Overview
This client runs an escape room business in the US. People come in groups to solve puzzles against the clock, so every booking is a small group night out. They were already running Facebook and Instagram ads and getting some bookings. What they wanted was simple: more bookings each month without paying more for each one.
The challenge
When we started, the ads were bringing in about 20 bookings a month at $55 per booking. ROAS sat at 2x, so for every dollar spent, two came back. That's not bad, but it left very little room to grow the budget. Meta also didn't have a strong, reliable booking signal to learn from, so it was hard for the campaigns to find more people like the ones already booking.
Ads brought some bookings, but not enough to grow.
Each booking cost too much to raise the budget.
Meta had no reliable booking data to learn from.
The solution
We started with tracking. We set up the Meta Conversions API and made the booking the primary conversion, so Meta could learn from real bookings instead of guessing. Then we split the work into separate sales campaigns, built local audiences around the venue and added a remarketing campaign for people who had already shown interest. Finally, we tested several escape room creatives side by side and put more budget behind the ones that got people booking.
The booking became the primary conversion.
Budget focused on people near the venue.
A second nudge for people who already showed interest.
More budget behind ads showing groups having fun.
Results
Same business, same local market, four months apart. Here's how the numbers moved.
Before
Some Bookings, Little Room to Grow
The ads brought in about 20 bookings a month. Each one cost $55, and ROAS was stuck at 2x.
After
More Than Double the Bookings
By month four, the ads brought in 46 bookings a month. Each one cost $36, and ROAS reached 3.5x.
Apr 4 – May 4, 2026 vs. Jul 4 – Aug 4, 2026. Meta Ads account data.
Execution
Phase 1
We set up the Meta Conversions API and made the booking the primary conversion, so every result in Ads Manager matched a real booking.
Phase 2
We built audiences around the venue's local area, so the budget went to people who could actually drive over and play.
Phase 3
We ran separate sales campaigns and added remarketing for people who had already visited or engaged, since many groups need a second nudge before they book.
Phase 4
We tested several escape room creatives, found that friend-group angles worked best and moved more budget behind the winners.
FAQ
Meta can only find more buyers if it knows who actually bought. Once the Conversions API sent real bookings back, the campaigns could learn from them and stop wasting money on people who only clicked.
For this client, groups of friends were the biggest audience by far. Ads that showed people having fun together got more clicks and more bookings than general ads.
The full change took about four months. Tracking and audiences came first, then campaign testing, then scaling what worked. Bookings grew step by step rather than overnight.
Most likely. Escape rooms, axe throwing, VR arcades and similar venues all sell group experiences to a local crowd. Clean tracking, tight local targeting and creatives aimed at the right group usually work across all of them.
More results
In September 2025 the account spent MX$25.5K at 166% ROAS.
In November 2025 the account produced 19 form leads and 6 phone calls at $176 per conversion.
Calls were coming in, but volume was unpredictable and too much budget went to searches that did not turn into customers.
In October 2025 the account produced 67 phone calls and 54 form leads at $104 per conversion.
When we looked at August 2026, the account had 2,040 clicks and just 5 sales. That meant $160 spent for every sale and a ROAS of 31%. Digging in, we found Google Shopping ads sending people to products that were sold out, so the click…
From September 1 to 13, 2025 the account ran at 1,712% ROAS with a 4.50% conversion rate.
Free growth audit
Tell us about your goals. We'll reply within 12 hours with where you're losing money and what to fix first.
No obligation. No spam. Just clear next steps.