Now that school is back in full swing, you’re probably breathing a big sigh of relief to have survived the summer slowdown. Calls and online inquiries for birthday parties are starting to pick up, which makes event managers clammer with the prospect of more sales in the coming months.

Some of the event professionals are so elated that they’re willing to give hugs to strangers.

Before you start celebrating, remember there’s work to be done to win the party business over your competitors. Your prospective customers are actively gathering information and evaluating options for places to host their kids’ birthday parties.

Since today’s savvy parents can quickly find party venues with a search on Google, how do you increase your chances of getting the sale?

One of the ways is to increase awareness during back to school season. Since gaining an edge over the competition in the early stages of the buying process is crucial to your success. That’s why we’re going to dive a little deeper into the use of Google Ads to help you book more laser tag parties.

Google Ads 101

Google Ads (formerly known as Google Adwords) is an online advertising platform that allows your target customers’ search intent to display purposeful ads. If you’ve been using Google for a while, you’ll recognize these ads in search results. 

Example of Google Ad

With multiple targeting options of your ads, you can filter your audience based on geography, gender, device, and other essential parameters to maximize your return on investment. 

If you’re just getting started with Google Ads, here’s a great guide to creating a Google Ads account.

Finding targeted keywords

Conducting keyword research is a crucial aspect of booking laser tag parties. This process of finding targeted keyword phrases will let you identify ones your prospective customers are using along with variations.

The key metric to look for is the average monthly searches followed by “Competition,” or the level of competition for ad placement based on the number of other businesses bidding on each keyword. 

Here are some of the keyword phrases to use for your party booking campaign: 

Laser Tag Birthday Party Keywords

Writing the Ad Copy

Now that you have identified your audience and targeted keywords, you can write the ad copy that earns the clicks from prospective customers. Your headline should capture the reader’s attention and be relevant to their search query.

Since birthdays are emotional events for parents, consider using emotionally charged verbiage in your ads that speak to parents.

Here’s an example:

Laser Tag Birthday Party Google Ad Example

Designing great Landing pages

Think about the times you’ve walked into a mall and smelled cinnamon buns from Cinnabon. You follow the scent to the food court and find the calorie-packed treats. When it comes to creating your landing page, you’ll want to take the same approach. 

By giving off the ‘scent’ of laser tag parties in your keywords and ad copy, your job is now to give parents what they’re looking for. Your landing page should act as your top sales rep who provides all the necessary information required during the evaluation process. To seal the deal, your landing page should use a compelling call-to-action.

The anatomy of a birthday party landing page

via Formstack

Always Be Testing

As with every aspect of your marketing, you should always be testing your ads to get the best results. Your Google Ads campaign isn’t something you just set and forget. Fortunately, you’re able to create variations with Google Ads, so you can see which ads are performing better than others. If you’re willing to give it a try, here’s a helpful guide to help you 10X your A/B testing.

Are you wondering how long to run your experiments? check out this tool for testing for statistical significance.


It’s a given that people get distracted at the worst times. To get the most from your Google Ads, be sure you are remarketing to show ads to your visitors so you can nurture them into future party bookings. This tactic allows you to show fun ads that remind them to take action. Remember to exclude existing customers, so you’re nurturing those who haven’t booked a party yet.

Your Homework Assignment

Henry Ford said it best, “Anyone who stops learning is old, whether at twenty or eighty.” School is back in session for the kids, but the educational journey should also continue for event marketing and sales teams. As owners and managers of laser tag businesses, you should always be learning better ways to raise awareness and bring customers through your doors. 

Try running a simple campaign outline here and keep trying new approaches to winning that party business. If you’d like to gain access more insider tips to grow your laser tag business, sign up for the Edge Newsletter today.

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