Scaling Google Ads for Wolf Escape Games Across Five Markets

Client: Wolf Escape Games

Regions: United Kingdom, United States, Canada, Australia, New Zealand

Services: Google Ads, Paid Social, Creative Production, Email Marketing

Key Achievements:

Google Ads sales up 249% year on year, August to September 2026
Return on ad spend up 35% while the budget grew 2.6 times
Return above the 3x target for 12 straight months to September 2026

Introduction

Wolf Escape Games makes cinematic online escape rooms that groups of two to six people play together in a web browser, with one person hosting on the main screen and everyone else joining on their phones. Its games, including Hallows Hill, Miami Bay and Sherlock Holmes: Phantom’s Hour, are built for family nights in, date nights and friends who live miles apart.

The company sells its games direct through its own online shop, to players in the UK, the United States, Canada, Australia and New Zealand.

Challenges

Wolf Escape Games came to us in March 2025 with most of its sales coming through Meta. It wanted new channels that could make money in their own right and reach more players ahead of its next game launch, starting with Google. Growth had to stay profitable, so the account needed to hold a return of at least 3x on ad spend as it scaled.

Strategic Approach

Across Google Ads, we focused on:

A structure built market by market:
We split brand and generic search, Performance Max and Shopping by country, kept brand searches out of Performance Max, and built US generic search into the account’s largest campaign. This made it clear where new customers were coming from and where budget should go next.
Shopping feeds that work in every currency:
We fixed the Merchant Center feed so products showed with the right currency in each market, which opened up Shopping and Performance Max in the US and Australia. With the feeds working, the account could scale in spring 2026 without losing efficiency.
Bidding to one return target:
We moved generic search onto a shared return target so the campaigns worked together rather than in isolation. New features such as AI Max were rolled out one market at a time and held back where they mainly picked up brand searches, with negative keywords reviewed constantly.
Pacing to the brand’s seasons:
Online escape games sell best around Halloween, Christmas and Valentine’s Day and slow down in warm weather. We scaled into the peaks, eased back in the quieter months and tested new markets such as the Netherlands, cutting the countries that did not pay back.

Performance Highlights

Growth in Google Ads Sales

0 %

Higher Return on Ad Spend

0 %

Months Above Target Return

Google Ads figures compare August and September 2026 with the same two months of 2025, the brand’s quieter summer season. The growth came alongside the client’s own Meta activity and new game releases, so we also checked the results with brand searches taken out.

More sales from Google: Google Ads sales rose 249% year on year across August and September 2026, with the value of those sales up by the same margin.
A higher return at a larger budget: Return on ad spend rose 35%, from 2.6x to 3.5x, and cost per sale fell 26%, while the budget grew 2.6 times.
Growth beyond brand searches: With brand search campaigns excluded, return on ad spend still rose 30% and non-brand sales more than tripled, so the gains do not rest on people already searching for Wolf.
A consistent floor: Return on ad spend stayed above the 3x target in every month from October 2025 to September 2026, including May to August 2026, when we nearly doubled spend against the previous four months.
Creative and CRM: During our full-service phase in 2025 we also delivered more than 30 paid ad concepts, from creator videos to motion and statics, alongside abandoned-cart, first-purchase and product-recommendation email flows and organic TikTok content.

Conclusion

Google has become a dependable second sales channel for Wolf Escape Games, with a clear structure, working feeds in every market and a return the business can plan around. We continue to manage the account month to month as the next game launches.

This project drew on our search marketing, paid social, video and motion design and email marketing services. See more of our work.

More work like this: Hijingo, BOUNCE and The Run To.