Background

Axe Habits is a fast-growing Axe Lounge and Escape Room located in Downtown Miami, FL. While they had strong word-of-mouth and great room concepts, their paid advertising lacked clarity and measurable profitability. Despite steady traffic, performance wasn’t translating into consistent revenue. In fact, around 35% of their rooms and lanes were going unfilled, leaving significant revenue on the table.

Challenges

• No clear revenue attribution inside Google Ads.
• Campaigns optimizing for clicks instead of real booking value.
• Inconsistent conversion data affecting smart bidding.
• 35% unused booking capacity.

Our Strategy

• Implemented accurate purchase tracking with real revenue values passed directly into Google Ads.
• Shifted campaigns to optimize for conversion value, not just conversion volume.
• Focused aggressively on “escape room near me,” “axe throwing near me,” birthday parties, team building, and date night keywords.
• Improved account structure and targeting, reducing average CPC to just $0.59.

The Results

• Every $1 spent generated $15.50 in revenue. More importantly, unused capacity dropped as booking consistency improved - turning empty time slots into predictable income. By replacing guesswork with value-based optimization, we turned Google Ads into a measurable revenue engine.
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"We knew we had demand, but we didn’t realize how much revenue we were leaving on the table. EscapeX rebuilt our tracking, optimized our campaigns, and suddenly everything made sense. Our rooms are filling, and the numbers speak for themselves."
Alexander Maslinkovsky
Co-Owner
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