Multi-Facility Indoor Golf Business
Google & Meta/Facebook Ads Lead Generation for Multi-Facility Indoor Golf Business
We were initially approached by the owners of a network of indoor golf facilities in one of North America's largest cities. They reached out to discuss support in generating demand for their facilities in order to maximize bookings and reduce wasted capacity. Since initially contracting us to oversee their digital marketing efforts, we have tripled their ad spend on Google Ads, and launched profitable, effective ad campaigns on Meta Ads (Facebook/Instagram) that have helped them maximize capacity, and even open several new locations.
Challenge
The client needed help in securing enough bookings for their indoor golf facility. There was an issue with ineffective budget allocation for locations needing more bookings.
Solution
Ad Campaign Optimization Updated campaign settings and targeting on Facebook and Google Ads to meet new machine learning standards. On Google Ads, switched keyword match types to broad match and tested automatic bidding strategies like TCPA and Max Conversions to find the optimal combination for peak results. On Facebook, changed targeting from audience-specific to broad, allowing the algorithm more freedom to learn and improve. Added exclusion lists to both Facebook and Google Ads to prevent advertising to repeat customers, redirecting the budget to new clients. Budget Allocation Implemented a shared budget spreadsheet to update budget allocation for each location monthly. Established bi-weekly communication with the client to share results and make informed decisions on budget allocation based on platform metrics and real-life business metrics.
Results
Since taking over ad management in January 2023, significant improvements have been observed: Cost Per Conversion Achieved a 26% decrease in cost per conversion year-over-year. Sales Volume Bookings increased by 68% in 2024 compared to 2023. Efficiency Achieved this growth with a 31% increase in overall ad spend. Seasonal Trends: Recognized seasonal trends, with Q1 and Q4 performing best due to colder weather driving demand for indoor golf. Business Expansion: Lower cost per conversion and increased bookings allowed the client to expand their business, opening a new location in Oakville, GTA.
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