Case study · Google Ads for holiday clubs
FizzBug runs school holiday clubs for children aged 3 to 11 across Hertfordshire. We use Google Ads to find families who have never heard of FizzBug, and between February and August 2026 the account returned £14 in bookings for every £1 spent on ads.
Kate asked us to use Google Ads to bring in new families, rather than the ones who already book every holiday.
Parents book and pay online, so every booking is a sale, and we could judge the ads on bookings alone.
We connected FizzBug’s booking system to Google Ads, so every booking and its value reported back as it happened.
From then on, Google could learn which searches turned into bookings, not just clicks.
With real booking values to learn from, we moved the budget into Performance Max, Google’s campaign type that runs across Search, YouTube, Maps and Display from one budget. FizzBug’s team sent us their own photos and video to run in it.
In August 2025, its first full month, it brought in 403 bookings at a 16.7x return on ad spend.
We set Performance Max up to find parents who had never heard of FizzBug, so the budget went on winning new families.
From February to August 2026, a booking from a new family cost £15.65, with 575 bookings at a 4.2x return on ad spend. Some of the best came from parents searching for other holiday camps by name. In July, four of those searches returned 35 times what they cost.
Performance Max, bookings from families new to FizzBug, February to August 2026.
FizzBug opened clubs in Watford and Welwyn Garden City, where nobody knew the name yet. We gave each site its own Performance Max campaign so it had budget of its own rather than competing with the established clubs.
In August, Watford brought in 26 bookings at a 6x return on ad spend.
FizzBug now fills its holiday clubs without having to do any marketing of its own. From February to August 2026, Google Ads returned £14 in bookings for every £1 spent.
A child who starts at 3 can come back every holiday until they leave primary school, so every new family the ads bring in keeps booking long after the first club.
The whole account, February to August 2026.
We will go through what is currently live, suggest changes, and tell you if we are a good fit to work together.
