How a scavenger hunt company 3x’d their revenue with Google Ads
Let's Roam creates scavenger hunts for both B2C and B2B market segments.
When they approached me, they were a small, bootstrapped company. They had a great product and knew the demand was there, but their Google Ads were unprofitable and poorly optimized.
Let's Roam needed an expert to turn things around.
Project Highlights
Before
Let's Roam had a solid B2C business but wanted to grow their B2B division. They saw the potential of Google Ads and were looking for a way to tap into the high-intent searches for "team building activities" and "scavenger hunts".
Previous attempts at scaling Google Ads had been unsuccessful. In fact, their last agency charged $8k per month but failed to generate meaningful results.
Understandably, the team at Let's Roam was skeptical about working with someone new. “How are you going to be any different?” they asked. “We’ve been burned so many times.”
During
My answer? A performance-based pricing model: A retainer plus a percentage of the revenue generated by Google Ads. This meant we were both invested in the success of the ad campaigns – literally.
To get the ball rolling, I dove right into their Google Ads account and started making changes:
- Overhauling campaigns
- Refining targeting
Optimizing every aspect to get the most value from their budget
This is how I typically work – I like to get my hands dirty and make an impact as soon as possible.
Of course, there was some initial wariness.
- Seeing real results from Google Ads takes time, and there's always a lag between generating leads and getting paying customers.
- But after 2-4 weeks, Let's Roam started to see those leads turn into sales, and their excitement was palpable.
From there, it was all about optimizing for ROI.
- We reviewed performance data and talked strategy during our weekly meetings with the CEO and Head of Marketing.
- We also collaborated asynchronously over Slack.
But I didn't stop at just managing their Google Ads. I also helped them refine their sales process and workflow using my intimate knowledge of their marketing function and revenue acquisition.
It was a truly collaborative effort – the Let's Roam team was incredibly responsive and eager to provide whatever I needed to keep pushing the performance forward. Having a tech-savvy CEO who was deeply involved in the process definitely helped!
After
Fast forward two years, and the transformation was remarkable.
- The B2B division at Let's Roam grew exponentially, becoming a core part of their business and accounting for over half their revenue.
- The company expanded their sales team with five new hires – all thanks to the flood of qualified leads generated through Google Ads.
- And with the extra revenue, they grew their marketing team from one to four members.
The success we achieved together even influenced their overall business strategy, leading them to double down on B2B partnerships.
Eventually, Let’s Roam decided to bring their Google Ads management in-house. They had hired a Growth Marketer to oversee various paid channels and growth initiatives. With this expanded role, it made perfect sense to keep everything under one roof.
