Should You Run Google Ads During Your Escape Room’s Off-Season?

If you operate an escape room in a location with a strong seasonal tourism cycle, you might wonder whether it’s worth running Google Ads during the quieter months.

This question recently came up in a comment on one of our videos, and we thought it was worth diving into for anyone managing a seasonal escape room business.

Consider Your Local Population

The first factor to evaluate is the size of your local, year-round population. For example, in Scottsdale, Arizona—part of the Phoenix metropolitan area—tourism peaks in the winter and spring months. However, the area boasts a population of over 5 million residents. In cases like this, running Google Ads year-round is a no-brainer. Even when tourism slows down, the large local population can still drive steady bookings.

For escape rooms in smaller towns or regions with only tens of thousands of residents, the decision becomes more nuanced. While there’s likely to be lower search demand during the off-season, Google Ads can still help you capture local customers and keep your business visible.

Pro Tip: Expand Your Reach

To make the most of Google Ads in a low-demand period, consider expanding your geotargeting to include nearby towns and communities. By casting a wider net, you can increase the number of potential customers seeing your ads.

Adjust Your Budget Strategically

Google Ads operates on a pay-per-click model, meaning you’re only charged when someone interacts with your ad. This is great for efficiency, but it’s important to watch your spending closely during the off-season.

Monitor Your Cost Per Click (CPC)

In periods of lower search demand, Google may increase your cost per click to try and spend your full daily budget. For example, if you set a daily budget of $50, Google will work hard to spend all $50—even if demand is low.

If you notice your CPC significantly increasing during the off-season, it’s a strong indicator to reduce your daily budget. In many cases, we’ve seen clients achieve similar results by lowering their budgets while still maintaining visibility in search results.

Why Off-Season Ads Are Worth It

Running Google Ads during the off-season ensures your escape room occupies prime real estate in search engine results when someone searches for “escape rooms near me.” Even if demand is lower, staying visible builds awareness for your business and keeps bookings trickling in.

Benefits of Off-Season Ads:

• Visibility: Your escape room stays top-of-mind for locals and off-season visitors.

• Prime Search Placement: Appear at the top of search results for relevant keywords.

• Pay Only for Clicks: Optimize your budget to pay only when users actively engage with your ad.

Let Us Help You Navigate Seasonal Marketing

Managing Google Ads during the off-season can be challenging, especially when balancing budget adjustments and expanding geotargeting. That’s where we come in!

At Birch River Design Group, we specialize in escape room marketing and have over four years of experience running ad campaigns for escape rooms across the U.S., U.K., and Canada. Our team has delivered consistent results, even in highly seasonal markets.

If you’re ready to take the stress out of managing your Google Ads, we’d love to help. Book a call with us to learn how we can drive more bookings for your escape room—no matter the season.