Case study
A 6-location escape room brand in the western US
$366,462in online bookings from Google search in 2025.
Jan 1 to Nov 18, 2025. More than half of all online bookings (53%). From the owner's Google Analytics.
We ran the account Jun 2024 to Feb 2026
The business Escape rooms, rage rooms and axe throwing
The work A new website, a daily blog, Google profiles and review requests
Clicks from Google search in Oct 2025, up by half from Oct 2024
Sites AI answers quoted. This brand's own was quoted the most
Website clicks from the 6 Google profiles, Oct 1 to Oct 23 2024
Blog posts while we ran the account, about one a day
Line chart of clicks from Google search each month, Sep 2024 to Oct 2025. The last point, Oct 2025, is 9,656.
Google's own count from the site's Search Console, one point a month, the channel the bookings came from.
Reviews
Over2,600new Google reviews across 6 locations in 20 months.
85% of them five-star.
From about 4 new reviews a month to 166 at the same five listings, once the review requests went live.
Line chart of running total of new Google reviews, every location, Jun 2024 to Feb 2026. The last point, Feb 2026, is 2,690.
Each point is the total so far at the end of that month. One location is counted from Feb 2025 on, so the true total is higher.
Bookings from search
About $50,000 a month from organic search, July to November 2025
Bar chart of online bookings from organic search, four weeks at a time, Jul 2 to Nov 18 2025, each bar four weeks in a row. The last bar, Oct 22 to Nov 18 2025, is $51,508.60.
Each bar is four weeks in a row, named by the month it starts, Jul 2 to Nov 18 2025, as the owner's Google Analytics showed it on our recorded calls. The last two bars count Google alone, not Bing, so they run a little low.
Five four-week stretches, back to back, none counted twice.
Organic search, against every other way people booked online, ads included.
In October 2024, Google was already the top source of online bookings.
Online checkout only: phone bookings, walk-ins and outside ticket sellers are not in these counts. Google Analytics credits the visit that ended in the booking, so a customer who found the brand on Google and came back later by typing the address counts as direct. The first half of 2025 ran lower, so this pace is for July to November, not the whole year.
Where they started
Busy locations, few new reviews and no blog
The brand ran busy locations in several cities, on an older website.
New Google reviews came in slowly, a few a month across the listings we can read that far back.
What we did
The work, in plain words
A new website, live in Jul 2024, with a page for each of the 6 locations.
Blog posts on the site, about one a day.
Review requests at every location, with four and five star reviews answered for them.
Work on all 6 Google profiles, with a new post about every day at most locations late in our work.
A customer list with text messages, fed by their booking system, plus add-on offers and birthday and team event checkout pages.
A referral program: happy customers get asked to bring a friend.
9,834 fixes across 348 pages of the site, and a hosting move after a flood of bot visits took the site down.
Google search
October to October, Google showed the site 4 times as often, and clicks rose by half
Bar chart of times Google showed the site each month, Sep 2024 to Oct 2025. The last bar, Oct 2025, is 405,591.
Google's own count from the site's Search Console. Each bar is a month, from the first full month on record.
Up from 102,283 in Oct 2024.
Up from 6,387 in Oct 2024, a rise of about half.
From Google's own monthly email, the busy season.
An outside keyword tool estimates the site sat on Google's first page for 446 searches without the brand's name in Jan 2026, up from 198 in Jun 2024. That is an estimate, not Google's own count.
These counts include searches for the brand by name; Search Console does not split them out. The times shown rose faster than clicks. Our reading: many new blog posts first showed on page two, and some searches now get an AI summary at the top.
AI answers
When AI tools answered escape room questions, the site they quoted most was this brand's own
This brand's site was quoted more than any of them.
The next site, a rival escape room company, was quoted 350 times.
771 quotes, spread across 107 posts.
It was the most quoted site on ChatGPT, Copilot and Google's AI Mode.
These counts are an estimate from an AI visibility tracker across ChatGPT, Gemini, Copilot and Google's AI Mode, for Dec 2025 and Jan 2026, the months it ran in our window. They are not a count from OpenAI or Google.
Google profiles
All 6 Google profiles sent people to the site, the map and the phone
Across all 6 profiles, Oct 1 to Oct 23 2024.
People asking Google for the way to a location.
People who tapped Call on a profile. Taps, not answered calls.
Late in our work, 5 locations got a new Google post about every day: 151 posts in Dec 2025.
Google's own counts for the profiles, as printed in the report we sent the owner on Oct 24, 2024. It is the only stretch of profile counts on record, so we show those dates and no other month.
Reviews, month by month
Review requests at every location, and a reply to 92% of new reviews
Bar chart of new Google reviews each month, every location, Jun 2024 to Jan 2026. A dashed line marks Feb 2025: Review requests go live. The last bar, Jan 2026, is 89.
Each bar is a month. One location is counted from Feb 2025 on.
2,280 of them are five-star.
At the same five listings, Mar 2025 to Jan 2026.
92% of them, while we ran the account.
The jump starts in Feb 2025 at five listings at once, the month the review requests went live. One listing is counted only from Feb 11, 2025, so every review count here is a floor.
The blog and the site
A post a day, and a site built to be found
About one a day for 19 months. None on the site is dated earlier.
With a page for each of the 6 locations.
Across 348 pages.
The short version
What it added up to
Bookings from Google. $366,462 in online bookings from Google search, Jan 1 to Nov 18, 2025, more than half of all online bookings.
The recent pace. About $50,000 a month from organic search, July to November 2025.
Reviews. Over 2,600 new Google reviews across 6 locations, 85% of them five-star.
Found on Google. Google showed the site 4 times as often in Oct 2025 as in Oct 2024, and clicks rose by half.
Quoted by AI. For escape room questions, the site AI tools quoted most was this brand's own.
A blog that never stopped. 564 posts, about one a day.
Where every number came from
Every number, and its record
Each figure on this page comes from a saved record we can open on a call. The brand stays unnamed, so the records are named by what they are.
- Online bookings from Google search in 2025, and their shareThe owner's Google Analytics (Traffic acquisition, session source / medium), shown on screen on a recorded call on Nov 19, 2025, Jan 2025 to Nov 2025
- Online bookings from organic search, four weeks at a time, the chart and the paceThe owner's Google Analytics (Traffic acquisition, last four weeks), shown on screen on our recorded calls, Jul 2025 to Nov 2025
- New Google reviews, five-star and with a reply, the pace and the chartsGoogle's public review list, every listing, Jun 2024 to Feb 2026
- The locationsGoogle's public listing records
- Review requests go liveOur project record, Feb 2025
- Clicks from Google search, and the hero chartGoogle Search Console, our export of the site's own account, every search, Sep 2024 to Oct 2025
- Times Google showed the site, and its chartGoogle Search Console, our export of the site's own account, every search, Sep 2024 to Oct 2025
- Clicks from Google search in the busy seasonGoogle's own monthly Search Console email, Dec 2025
- Sites and pages AI answers quoted, an estimateAn AI visibility tracker's estimate across ChatGPT, Gemini, Copilot and Google AI Mode, not a count from OpenAI or Google, Dec 2025 to Jan 2026
- Website clicks, direction requests and taps on Call from the Google profilesGoogle's own count for every Google profile, in the report we sent the owner on Oct 24, 2024, Oct 2024
- Google profile postsGoogle's public list of each profile's posts, Dec 2025
- Blog posts and site pagesThe brand's website (public post and page dates), Jun 2024 to Dec 2025
- Site fixesOur log of fixes made on the site, Jun 2024 to Feb 2026
- Searches without the brand's name on page one, estimatedAn outside keyword tool's estimate, not Google's own count, Jun 2024 to Jan 2026