Ultimate Warriors

A Rebrand That Left Customers Searching for a Name That No Longer Existed

When a business changes its name, the marketing challenge is rarely about launching the new brand. It is about not losing the people who were already looking for you.

Ultimate Warriors is an indoor adventure park in Gloucester offering ninja warrior-style obstacle courses, indoor activities, and family days out.

The business had previously operated under the Ninja Warrior franchise name, and when the rebrand happened, a significant portion of their existing and returning customer base simply did not know.

They were still searching for the old brand, the old terminology, and the franchise name they recognised, and when those searches turned up nothing obviously connected to Ultimate Warriors, those potential bookings were at risk of going elsewhere.

The objective was to capture those lost searches before competitors could intercept them, while simultaneously building visibility with a cold audience who had never heard of the business under any name.

Two distinct problems, two distinct audiences, and a single campaign built to address both.

Two Audiences, Two Approaches, One Coherent Campaign

A single, undifferentiated campaign was never going to work here.

The audiences were fundamentally different in terms of where they were in the buying journey, how they were searching, and what it would take to convert them.

So we structured the campaign around two separate strands from the outset, each with its own keyword strategy, bidding approach, and budget allocation.

Recapturing Existing Demand

The first strand targeted franchise and competitor terminology, the language that people who already knew the old brand were typing into Google.

Searches like "ninja warrior", "ninja course", and "indoor ninja course", along with a range of related variations, were all terms carrying strong purchase intent.

These people needed to find the right venue.

Because the intent was so high, the numbers were exceptional. Cost per sale on this strand ran between £1 and £3.

Click-through rates sat between 30 and 50 per cent, which is a figure that reflects how precisely the ad creative was matching what these searchers were actually looking for.

CPCs were consistently low, between £0.10 and £0.90, because we were targeting a specific niche rather than competing in the broad local family activities auction.

Building Cold Audience Visibility

The second strand operated in a different territory.

These were people searching for general family activities, things to do in the area, and indoor adventure experiences: broad terms with genuine intent but no pre-existing awareness of Ultimate Warriors.

We were introducing the brand from scratch here, competing against every family attraction in the region.

The economics looked different as a result and were budgeted accordingly.

Cost per sale on cold traffic ran between £5 and £10. Click-through rates came in at 12 to 20 per cent. CPCs ranged from £0.90 to £2.00.

These are still strong numbers for cold traffic in a competitive local market. But the point of audience segmentation is to understand what each group should cost and not allow the economics of one to distort the other.

Smart Budget Management and Timing the Spend

One of the more consequential decisions in the campaign was how we managed budget allocation across different booking windows and seasons.

Not all bookings carry the same value, and a campaign that spends uniformly throughout the year leaves significant returns on the table.

We adjusted spend dynamically based on when customer value was highest.

During peak booking windows, where session prices were higher and the return on each conversion was greater, we increased spend to capture more of that demand.

During quieter, lower-value periods, we scaled back.

The campaign was not just generating bookings. It was generating the right bookings at the right time, maximising the return on every pound in the budget.

Both Strands Delivering, Season After Season

The campaign performed strongly across both audience groups throughout the engagement.

The rebrand gap was closed. Ultimate Warriors became findable for people who were searching for their old name, and visible to a new cold audience who had never encountered them under any branding.

Re-establishing local search presence after a brand transition is rarely straightforward, and the numbers here reflect a campaign that was properly built to do it.

This kind of result is consistent with what we see across the portfolio.

Clients like Lyons Blade and Falcon Technology have shown the same pattern: structured campaigns with clear audience logic outperform broad, undifferentiated approaches every time.

What Made It Work

We treated this as two campaigns running in parallel, each calibrated to its own audience, its own economics, and its own role in the overall strategy.

The franchise audience needed to be recaptured quickly and cheaply, with precise keyword targeting and ad creative that made the connection between the old name and the new immediately obvious.

The cold audience needed a different pitch, one that sold the experience rather than the brand recognition.

And both needed a budget strategy that understood when to spend more and when to hold back.

When the structure is right and the management is active, PPC delivers.

Ultimate Warriors is a clear example of that.

A note: Ultimate Warriors has recently closed due to unforeseen circumstances unrelated to the performance of their marketing campaigns. Our work with them delivered strong, consistent results throughout, and we are proud of what the campaign achieved. We wish everyone connected with the business well.