How We Drove a 21x ROAS for a New Indoor Playground in TorontO
Client & Context:
Adventure Alley is a 6,700 sq. ft. nature-inspired indoor playscape located in the Greater Toronto Area for children ages 1–12, featuring multi-level play structures, dedicated toddler and sensory zones, and two dedicated party rooms.
Opened in September 2025, Adventure Alley needed assistance marketing their indoor playground and reaching a parent audience that is often over-saturated with other family friendly entertainment options.
They were looking to promote two different offerings:
Play Bookings
Birthday Party Bookings
The Challenge:
How could we increase play & birthday bookings for an indoor playground with many competitors in the same market. Awareness would need to be built as Adventure Alley was a new offering in this market while still driving Play and Birthday Bookings with a sustainable ‘Return on Ad Spend’.
What is Return On Ad Spend (ROAS)?
Return On Ad Spend (ROAS) measures the gross revenue a business earns for every dollar it invests in advertising. The formula for ROAS is Revenue Attributed to Ads divided the total ad spend.
Results on Google Ads:
The Return On Ad Spend achieved was 2,112.12% or $21.12 for every ad dollar spent.
The Click Through Rate was 26.01% and Conversion Rate was 8.12%. Indicating that the ads resonated with the ideal audience that was most likely to convert.
These results far surpassed 2025 Entertainment Industry Benchmarks for Google Ads:
Our Google Ads Strategy:
Target a 5km radius around Adventure Alley and become the dominant choice amongst competitors in ad auctions by using a ‘Maximize Conversions Bidding Strategy’ to give Google Ads the necessary data to prioritize Adventure Alley's ideal customer in regards to who is most likely to purchase a play or party booking. Utilizing keyword optimizations to cut costly keywords that don’t convert and testing variations of copy and creatives to achieve a winning campaign that returns on the investment made for ad spend.
As the campaign progressed, we continued to further optimize the campaign by targeting keywords with proven high ‘Click Through Rates’ (CTR) and monitoring conversion rates, leading us to achieving a 21x ‘Return On Ad Spend’ (ROAS).
Additional Actions Taken to Increase ROAS:
Dynamic price tracking was added from the play and birthday booking portals to give Google Ads an actual amount for revenue generated by booking conversions. This, in turn, increased the quality of data Google Ads needed to prospect customers similar to previous successful customer conversions.
Sustained Play and Birthday Bookings data helped Google’s algorithm to optimize while our team decisively cut keywords and search terms that were high cost and not converting.
