Originally I was planning to put them all on Facebook because I was expecting our market to be there (young adult who want to do something with friends). I was only taking ads on Google because even with the exact name, the result was too far. I was planning to remove it but as the CPC was much lower than on Facebook, I kept it with a few dollars per day.
> I'll do a web search, or possibly open Google Maps on my phone and search for it.
That what seems to be happening. Google Maps is one of our best source of conversion. During the first 12 months my SO asked most people where they found the escape room and a majority were from Google Maps. On Google My Business their stats show that in the past 30 days it was displayed 20k times, which is quite good. The CTR isn't amazing but it's still something and the number of calls is actually not too bad considering that I don't expect most people to use the call button of Google Maps to book.
I'll probably try to pay for ads on Google Maps and Waze soon.
Or is the advertising "discovery" more organic, in that escape room ads are just showing up in people's FB timeline or alongside unrelated Google searches (or on sites that display Google ads), and people think "oh, neat, I like escape rooms, I should try this one"?