▲ EXECUTION · Questrooms · Stockholm · 2025 – present

GOOGLE ADS REBUILT AROUND RETARGETING

CPA DOWN 40% IN 2 MONTHS

MY ROLE: GROWTH MARKETING MANAGER

◉ CONTEXT

Questrooms runs escape rooms and VR games in Stockholm. I was brought in to fix the Google Ads account: acquisition cost was high and swung from month to month.

◇ PROBLEM

ONE ACCOUNT DOING EVERY JOB

There was no audience segmentation and no analytics foundation, so the account couldn't tell which clicks turned into bookings.

⬡ EXECUTION

01AUDIT AND TRACKING

Audited the existing campaigns and set up conversion tracking through GTM
Cleaned up the keywords, added negative keywords and moved to phrase and exact match

02CAMPAIGN STRUCTURE

Split the account by intent: core rooms, brand protection, teambuilding, Quest to Go and AR games
Built Performance Max remarketing in three layers: hot, warm and LTV
Launched a Meta Ads campaign with its own creative strategy

◆ RESULTS AT A GLANCE

−40%

GOOGLE ADS CPA

2 months

TIME TO RESULT

GOOGLE ADS CAMPAIGNS

★ RESULT