Oakwell Beer Spa

Overview:

Oakwell Beer Spa is Denver's only beer spa, combining private spa suites — hydrotherapy beer baths, infrared saunas, zero-gravity massage — with a self-pour craft beer and wine taproom. With two Colorado locations across Denver and Highlands Ranch, Oakwell has built a cult following for a genuinely category-defining experience and is now preparing to take the concept national through franchising.

Things we identified:

The account was optimising on the wrong signals. Google Ads was treating "get directions" clicks with equal weight to actual purchases, meaning budget and Smart Bidding were being guided by noise rather than revenue.

Performance Max was carrying the bulk of spend but had no product feed connected, missing the single most effective lever for that campaign type — leaving Shopping-style placements entirely unused.

Search wasn't being used at all outside of PMax's crawl of the account, despite the highest-intent, highest-CTR inventory sitting there unclaimed. In parallel, the account was paying premium CPCs for branded terms nobody else was bidding on.

On Meta, attribution was set to include 1-day view-through conversions, materially over-reporting results relative to genuine click-driven bookings. Audience segmentation had crossover between engaged, existing, and new-customer pools, undermining the ability to run clean top-of-funnel acquisition campaigns.

The website itself was converting at under 1%, meaning the vast majority of paid traffic was arriving with high intent and leaving without taking action.

Changes we made:

We rebuilt measurement first. Conversion actions were narrowed to purchases and revenue-driving events only, and Meta's attribution was tightened to click-only, removing inflated view-through reporting so decisions could be made on numbers that reflected the P&L.

We built out a full product feed to unlock PMax and Shopping properly, giving users the ability to see price and package before they clicked — and pre-qualify themselves on budget.

We introduced a clean, structured Search programme built around Oakwell's actual packages (Couple's Retreat, Beer Therapy Ritual, Group Package and more), alongside a nationwide strategy to capture out-of-market gift and travel intent that PMax's local-only targeting was missing entirely.

On Meta, we restructured campaigns into distinct top-of-funnel, bottom-of-funnel and existing-customer segments, and prioritised creative testing volume as the primary performance lever once targeting was clean. We also focused early spend on remarketing to the site's already-engaged, high-intent visitors — low spend, high impact, while the rest of the foundation was being built.

The momentum we created:

With clean tracking and a rebuilt campaign structure, both channels began converting the intent that was already there rather than chasing volume on the wrong signals.

Google Ads bookings increased by 63%, with cost-per-acquisition down 34% as spend shifted away from low-value branded traffic and into structured, package-led Search campaigns.

Meta Ads saw bookings rise by 35% while CPA fell 44%, once attribution was corrected and campaigns were segmented to stop new-customer budget being diluted by existing-customer crossover.

With performance now proven across two Colorado locations, Oakwell is bringing ProfitSpring along as a partner into the next phase: national franchising.