SEO

10 mins read

How CausalFunnel Helped Game Room City Capture Real Buying Intent and Drive High-Quality Leads

Tegan

Posted On: January 21, 2026

SEO

10 mins read

How CausalFunnel Helped Game Room City Capture Real Buying Intent and Drive High-Quality Leads

Tegan

Posted On: January 21, 2026

Table of Content

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.

FAQs

1Can you bid on competitor brand terms?

Yes, you can bid on competitor brand terms in many regions. However, you must follow platform policies and trademark laws. Using competitor names in ad copy may be restricted.

2What is PPC bidding?

PPC bidding is the process of setting how much you are willing to pay for a click on your ad. Advertisers compete in real time to show ads for specific keywords.

3 What is PPC bidding on your competitors’ brand?

It is a strategy where advertisers bid on keywords that include a competitor’s brand name. The goal is to reach users comparing options or looking for alternatives.

4 What is a PPC competitor analysis?

A PPC competitor analysis studies competitor ads, keywords, budgets, and landing pages. It helps identify gaps, opportunities, and ways to improve campaign performance.

5Is bidding on competitor brands legal?

It depends on local trademark laws and ad platform rules. In many cases, bidding is allowed, but misleading ads or brand misuse can lead to legal issues.

6 Should small businesses use competitor brand bidding?

Small businesses can use it carefully as a supporting tactic. Strict budgets, clear messaging, and professional guidance help reduce risk and control costs.

Free Funnel Audit

Convert more customers today!

Ready to Boost Your Conversion?

Start using our A/B test platform now and unlock the hidden potential of your website traffic. Your success begins with giving users the personalized experiences they want.

Start Your Free Trial