Aqualand: €554K in additional revenue on the paid channel

Aqualand, a group of water parks in the South of France, grew sales by 19% and revenue by 13%, across all channels, in 2025 compared with 2024, with a ROAS above 10 on the paid channel. In the second year, that channel generated €554,000 in additional revenue and 1 extra point of overall profitability, despite a 33% increase in investment. On the organic side, the brand reaches 100% visibility on the most strategic search intents in the South of France within AI answer engines, with a presence 5 times higher than its main competitors. These results come from a setup deployed by Growth Room since 2025, combining paid acquisition, SEO and GEO.

About Aqualand

Aqualand operates water parks in the South of France. The business is B2C and sales are made ticket by ticket, online and on site. Two audiences coexist: families living near the parks, looking for a day out, and tourists staying in the area during the high season.

The model is seasonal and local. The selling window is short and the decision is made close to the park. A local resident and a holidaymaker from elsewhere cannot be addressed in the same way, nor at the same point in the year.

The starting point

The group wanted to grow online ticket sales by capturing non-brand search: people looking for an outing or an activity, without a specific park in mind. It is that demand, not brand queries, that sets the volume of tickets within reach.

On paid, three obstacles stacked up. The existing Google Ads campaigns were only lightly optimised. Data tracking was imprecise, which left the group without visibility on actual performance. And no lever worked on cold audience acquisition: the setup collected demand that already existed without creating any.

Ads: clean up the channel, then scale it

Year one: cleaning up paid acquisition

The first year was spent putting the channel back on its feet. We rebuilt the campaign structure and made measurement reliable, without which no trade-off can be made. A full-funnel acquisition strategy was put in place, focused entirely on cold acquisition, to reach visitors who did not yet have the park in mind.

Over that first year, sales grew 19% and revenue 13%, across all channels, compared with 2024, with a ROAS above 10 on paid.

A media mix across four platforms

The setup runs on four complementary platforms: Google Ads, Meta Ads, Snapchat Ads and TikTok Ads. The paid media plan is structured globally, then applied at four levels: local, regional, national and international. Local addresses the families living near the parks, national and international the high-season tourists.

Year two: accelerating

The second year was devoted to scale. Media investment rose 33%, which mechanically exposes the account to falling returns. That is not what happened: the channel generated €554,000 in additional revenue and overall profitability gained 1 point over the period, despite the higher budgets.

SEO: capturing local non-brand demand

The websites were rebuilt for SEO with performance and conversion in mind. The aim was not traffic for its own sake, but bringing the visitor closer to the ticket desk: optimised pillar and transactional pages, and internal linking reinforced towards the park pages and ticket purchase.

In parallel, we developed non-brand content around local outings and leisure. These are the queries families and holidaymakers type when looking for something to do in the area, before they know the group's parks exist.

GEO: visibility on AI answer engines

The same question now plays out in answers generated by LLMs, when someone asks where to go out in a given region. On the most strategic search intents in the South of France, the brand reaches 100% visibility on those engines. Its presence there is 5 times higher than that of its main competitors.

Results

• +19% sales across all channels in 2025 compared with 2024.
• +13% revenue across all channels in 2025 compared with 2024.
• ROAS above 10 on the paid channel in the first year.
• €554,000 in additional revenue on the paid channel in the second year of the engagement.
• +1 point of overall profitability in the second year, despite a 33% increase in media investment.
• 100% visibility on AI answer engines for the most strategic search intents in the South of France.
• Presence 5 times higher than the main competitors in answers generated by LLMs.

The engagement has been running since 2025 across all three levers. The approach has not changed: reach demand before it settles on a brand, and measure every channel on the tickets it actually sells.

Looking to grow your online sales?

Growth Room runs your paid campaigns across the full funnel, from non-brand search through to the sale, with revenue-based tracking. To find out more, discover our Google Ads agency.