Escape HQ.
Escape HQ is one of Auckland’s top immersive entertainment experiences, known for its multi-location escape rooms, outdoor mystery games and online puzzle challenges that bring friends, families and corporate teams together for high-energy adventure and problem solving.
The challenge.
Escape HQ had previously run Google Ads over an extended period, roughly September 2024 to Dec 2025. Over time, more than $21,000 had been spent in heavily Search weighted campaigns.
Key issues:
- No conversion tracking
- High cost per click
- Limited visibility relative to spend
- No clear optimisation framework
The performance shift.
Over approximately 15 months, previous campaigns generated 14,988 clicks at a cost of over $21,000.
In a single optimised month under Project Seven management, Escape HQ generated 9,451 clicks for $640.
That is nearly the same click volume in 30 days as the previous extended campaign period, at a fraction of the cost.
The results.
Side-by-side comparison
Previous 15-16 month campaign period
- Impressions: 126,326
- Clicks: 14,988
- Spend: NZ$21,648
- Cost per click: ~$1.44
- Conversion tracking: Not configured
Project Seven (Settled 30 Days)
- Impressions: 1,589,782
- Clicks: 9,451
- Spend: NZ$640
- Cost per click: $0.07
- Conversion tracking: Configured
In one optimised month:
- 63% of the prior 15+ month click volume was generated
- At roughly 3 % of the historical spend (10–20x lower cost per click)
- Over 12x the visibility in a single month compared to their entire extended run.
That is a structural performance shift.
The industry benchmarks.
Typical NZ Google Ads cost per click:
Display / Performance Max
NZ$0.40–$1.50
Escape HQ (Settled Month Two)
NZ$0.07–$0.13
That places Escape HQ’s cost per click well below standard NZ ranges.
The P7 approach.
We restructured the account with:
- Clear objective alignment
- Conversion tracking
- Structured campaign architecture
- Creative testing
- Controlled budget shifts
- Ongoing optimisation
The previous structure was heavily weighted toward Search, which typically drives higher-intent clicks at a significantly higher cost. Given Escape HQ already ranked strongly organically, we reduced the reliance on expensive Search inventory and expanded into Performance Max and Display to scale visibility more efficiently.
The results speak for themselves.
*Because conversion tracking was not configured previously, direct ROI comparisons are not possible. The comparison here focuses on visibility, traffic volume and cost efficiency.
