PLG & Ninja Warrior UK

BACKGROUND

Prime Leisure Group (PLG) is a national leisure brand specialising in family entertainment experiences, with additional sub markets in corporate events and group bookings. One of PLG’s flagship offerings is the Ninja Warrior UK Adventure Parks, an immersive obstacle course inspired by the ITV hit family entertainment show.

In 2022, PLG wanted to expand the Ninja Warrior UK park offering further but recognised that their existing paid media activity was reaching performance limits. Hewitt Matthews was appointed to manage and scale Paid Search and Paid Social activity, alongside providing strategic support across digital channels.

THE CHALLENGE

Prime Leisure Group operates as an experience-led e-commerce business, with customers booking online across different locations and making fast purchase decisions based on availability, price, convenience and timing.

After initial success, Prime Leisure Group’s challenge shifted from simply generating sales to building a paid media system that could scale reliably across multiple parks without performance declining.

With four locations live, the key challenges included:

Scaling without losing efficiency
As more parks were added, budgets and complexity increased. Without the right structure, multi location accounts can quickly become inefficient due to overlap, poor targeting, and inconsistent messaging.

Keeping campaigns relevant by location
Search and social behaviour is highly location driven. Customers search for terms such as “Ninja Warrior Watford”, “kids activities near Chelmsford”, or “things to do this weekend”. Each park needed tailored campaigns that matched local intent and drove users to the correct booking journey.

Improving tracking confidence and decision making
To scale spend confidently, Prime Leisure Group needed reliable reporting and attribution. Without solid ecommerce tracking, it becomes difficult to understand what is truly driving revenue and where budgets should be invested.

Balancing brand and performance goals
There is always a balance between building awareness and capturing demand. With a performance first approach, the goal was to maximise sales while still supporting long term brand growth.

WHAT WE DID

To support Prime Leisure Group’s growth plans and drive consistent e-commerce performance across four parks, we implemented a structured, data led paid media strategy across both Google and Meta platforms.

1) Restructured Google Ads for multi park growth

We rebuilt the Google Ads account structure to make it scalable across multiple locations, ensuring each park had the right setup without campaigns clashing or competing with one another.

This included:

• Clear campaign segmentation by park and user intent
• Budget control at individual location level
• Reduced keyword and audience overlap
• Cleaner, more actionable reporting for performance reviews and forecasting

2) Strengthened e-commerce conversion tracking

Accurate tracking is the foundation of profitable paid media. We improved conversion tracking and reporting across both Google and Meta to ensure revenue performance could be measured clearly and optimised effectively.

This enabled us to:

• Make decisions based on real sales data
• Understand which parks, campaigns and audiences drove the best returns
• Optimise towards profitable revenue rather than vanity metrics

3) Built a performance first e-commerce strategy

Rather than focusing purely on impressions or clicks, we prioritised revenue efficiency and conversion outcomes. This meant testing what drives sales, improving campaign structure, and continuously refining performance month on month.

Our approach centred on:

• Improving conversion rates through better traffic quality
• Tightening targeting to reduce wasted spend
• Scaling the best performing campaigns while reducing under performers
• Building a repeatable model that could be rolled out across new venues

4) Expanded performance into Meta advertising

Alongside Google Ads, we developed and optimised a structured Meta advertising programme to capture demand, drive awareness, and convert high intent audiences on Facebook and Instagram.

We built dedicated campaigns for each venue, aligning messaging and creative to local audiences and specific park offers.

Meta Performance Highlights – Q4 2025

• Generated thousands of e-commerce purchases across four venues
• Achieved an average Return on Ad Spend of over 4x
• Delivered strong, consistent returns across all locations
• Provided incremental revenue alongside Google Ads activity

Meta advertising became a core part of the customer journey, allowing PLG’s Ninja Warrior UK parks to reach new audiences, retarget previous visitors, and convert demand that Google alone could not capture.

RESULTS

In Q4 2025, our performance focused paid media strategy delivered over £388,000 in tracked ecommerce revenue from Google Ads alone, supported by an additional £118,000+ in ecommerce revenue generated through Meta advertising campaigns.

Across both channels, activity drove thousands of high intent customers to book experiences at Ninja Warrior UK venues, creating a reliable and scalable multi channel acquisition engine.

Google Ads Performance Highlights

• Generated over £388,000 in ecommerce sales
• Built a highly efficient, location focused campaign structure
• Delivered consistent, measurable revenue across all four parks
• Created a stable foundation for ongoing growth and scaling

Meta Advertising Performance Highlights

• Produced over 2,200 direct ecommerce purchases
• Achieved an average Return on Ad Spend exceeding 4x
• Delivered strong, consistent returns across Chelmsford, Watford, Guildford and Chatham
• Supported demand generation and retargeting alongside Google Ads

Combined Channel Impact

By integrating Google and Meta into a single cohesive strategy, we helped Prime Leisure Group establish a true performance marketing ecosystem, capable of driving revenue at scale across multiple locations.

This performance demonstrates what is possible when tracking, account structure and campaign optimisation are built correctly from the start. Through a full restructure of accounts, improved measurement foundations and continuous optimisation, we created a repeatable paid media model that can continue to scale as Prime Leisure Group expand their Ninja Warrior UK offering, further.

The success of the campaigns continues to grow and is a testament to the dedication & communication between the teams at both PLG and Hewitt Matthews. The Guildford launch was even nominated for an award at the UK Paid Media Awards 2023.