Case: Advertising of eSports clubs in Kyiv and Dnipro

Period: January–March 2024

Budget:

Google Ads: $1,200/month

Facebook/Instagram Ads: $1,000/month

TikTok Ads: $1,100/month

Goals:

+ Attract bookings for gaming venues (halls) via website or calls/messages
+ Reach 80–100 bookings per day
+ Obtain quality leads with confirmation or payment
+ Test hypotheses on audiences, creatives, offers

What has been done:

1. Preparation and strategy

+ Competitor analysis in the market (VR clubs, anti-cafes, arenas)

+ Created a landing page on Tilda with 3 main scenarios:
1) “Book a PC for an hour”
2) “Register for a tournament”
3) “Children’s birthdays in cyber style”

Traffic was directed to the landing page with UTM tags, tracking setup via GTM + GA4 + Meta Pixel + TikTok Pixel.

2. Google Ads

Campaigns:

Search – “Cyberclub Kyiv”, “gamer club”, “computer club rental”

Performance Max – with auto-generation based on services
Remarketing – targeting those who visited the site but did not book

Results:

CTR: 7.2%
CPC: $0.31
CPA: $2.80

1,400+ applications
Conversion to confirmed booking: ~9.7%

3. Meta (Facebook / Instagram)

Audiences tested:

1) Teenagers 13–17 (via parents)
2) Men 18–30 — gamers, CS, Dota, Fortnite
3) Parents of children 8–14 — for birthdays and gift certificates

Best offers:

“Top computer for $2 per hour — book your spot now”
“Gamer-style birthday — hall rental”
“Team game — hall rental for 5 to 10 players with a discount”

Results:

CPM: $3.8
CTR: 2.4%
CPC: $0.51
CPA (confirmed booking): $3.10

Over 1,100 inquiries via form, direct, and calls
Conversion to confirmed booking: 10.2%

4. TikTok Ads

Formats:
+ In-Feed Ads (15–25 sec): short club reviews, player emotions, quick match montages
+ Spark Ads — promoted organic videos from the account

Hypotheses:
1) Audience 14–22 reacts best to discounts, promos, and show content
2) Most effective videos — shot by club staff, imperfect but sincere

Results:

CPM: $2.1
CPC: $0.34
CTR: 5.8%
CPA: $2.10

1,900+ clicks, about 800+ confirmed leads

Tracking results:

+ Set up: Google Tag Manager, GA4, Meta Pixel, TikTok Pixel
+ CRM integration

Application statuses were manually tracked by the manager: confirmed / not relevant / just interested

What worked best:

+ Offer “80 UAH ($2)/hour — top computer” + time limit (“today only” or “until the end of the month”)
+ Live TikTok videos with emotions, shot inside the club
+ Lookalike audiences on TikTok + remarketing in Meta
+ Creatives in dark RGB style, emphasizing gamer aesthetics

Conclusions:

The cheapest lead — TikTok ($2.10)
Warmest leads — Google Search
Best conversion from lead to payment — Meta (Instagram)
Channel combination provided stable bookings without daily drops