Game Room City operates in the niche of premium arcade and game room products, offering all-in-one arcade machines with thousands of classic games and expert craftsmanship. They came to CausalFunnel with challenges in digital advertising performance. 

While traffic was coming into their site, the account lacked genuine conversions, accurate tracking, and a strategy aligned with how customers actually buy arcade and game room products. Our goal was to overhaul their Google Ads efforts to drive consistent, inbound leads that reflect real purchase intent rather than superficial interaction metrics.

Background and Problem

Before working with CausalFunnel, Game Room City’s Google Ads campaigns were generating conversions that lacked value. All conversion types were being counted equally, and there was no meaningful differentiation between actions that signaled buying intent and those that did not. As a result, the ads were optimized toward non-valuable engagements, contributing to inflated conversion counts and wasted spend.

The core issues included:

• No proper conversion setup or meaningful conversion values to distinguish valuable actions from irrelevant ones
  
  
• Campaigns not aligned with the actual user journey for arcade machine purchases
  
  
• Poor visibility into call-driven interactions that often precede a sale for premium game room products
  
  

With customers frequently calling before ordering to discuss pricing, customization, and delivery, the existing campaigns missed a critical piece of user behavior that could drive more qualified leads.

Strategic Approach

To correct this misalignment, we rebuilt and optimized Game Room City’s Google Ads campaigns with a focus on how users demonstrate buying intent — especially their preference to call before purchase. The strategy was designed to capture call-driven conversions and support tracking that informs automated bidding.

Conversion Tracking Overhaul

Our first priority was implementing accurate, robust conversion tracking. We:

• Combined form submission tracking with advanced call tracking
  
  
• Enabled call extension conversions and call-reported conversions
  
  
• Configured tracking so that every meaningful interaction,  including inbound phone inquiries,  was captured and fed back to Google Ads for optimization
  
  

This ensured that the Google Ads platform could distinguish genuine demand signals from non-actionable noise.

Campaign Structure and Bidding Adjustments

With accurate data flowing into the account, we made key campaign changes:

• Refined Search and Dynamic Search (DSA) campaigns to align with relevant product intent
  
  
• Shifted bidding toward Maximize Conversions with Target CPA to optimize toward the interactions that actually lead to business value
  
  
• Filtered out low-intent traffic and prioritized bottom-funnel keywords that are more likely to convert into a purchase
  
  
• Updated ad copy and extensions to emphasize call-focused user actions such as “Call for Pricing” and “Expert Product Advice”
  
  

Results and Impact

Once these structural and tracking improvements were in place, Game Room City began generating consistent, high-quality conversions every month. The campaigns started producing results that reflect real buying intent rather than simply attracting clicks or low-value interactions.

The improvements included:

• Over 98 accurately tracked conversions directly tied to meaningful lead actions
  
  
• 359 phone calls attributed as conversions with precise tracking
  
  
• Controlled cost-per-acquisition while maintaining stable cost-per-clicks
  
  
• Regular delivery of high-quality inbound leads aligned with real purchase intent
  
  

Campaign performance became predictable and measurable, empowering Game Room City to make informed decisions about budget and scaling with confidence.

Before CausalFunnel : 

After CausalFunnel:

Conclusion

By restructuring the conversion setup, aligning campaign strategy with user behavior, and optimizing bidding toward genuine buyer intent, our team significantly improved Game Room City’s Google Ads outcomes. The combination of refined keyword targeting, call conversion tracking, and automated bidding ensured that the campaigns drive real business value rather than arbitrary engagement metrics.

Game Room City now has a dependable lead generation engine that supports consistent inbound inquiries from customers actively considering premium arcade and game room products; a direct reflection of how people purchase in this niche. The results demonstrate the power of aligning ad strategy with actual user behavior and the importance of meaningful conversion measurement.