How Walygator grew its revenue by 13% with SEO and paid media

Walygator, a theme park group operating in eastern and south-western France, grew revenue by 13% and sales volume by 10% across all channels between 2024 and 2025. Over the same period, revenue generated by SEO rose 29% in the South-West and 103% in the Grand Est region, with 17% more organic sessions in the South-West and 13% more in the Grand Est. Paid media exceeded its revenue targets by 137%, with a ROAS above 3. These results come from a setup deployed by Growth Room since 2025, combining an SEO rebuild with paid acquisition on Google Ads, Meta Ads, TikTok Ads and Snapchat Ads.

About Walygator

Walygator runs theme parks in France, located in the Grand Est region and in the South-West. The business is consumer facing, and speaks first to families living near the parks. Online ticketing is the conversion point: it is where demand captured ahead of the visit turns into a sale.

A park's catchment area is geographic before anything else. It is measured in towns and travel time, and it sometimes crosses a border: Belgium, Germany and Luxembourg are among the markets the group targets. Demand has its peak and off-peak periods, and it is often expressed as a search for something to do rather than as a park name.

The starting point

Walygator wanted to grow online ticket sales by capturing non-brand searches from families living close to its parks. The point was not to collect demand that already knows the brand, but to reach people looking for a day out before they have a destination in mind.

The second objective was international: running campaigns in Belgium, Germany and Luxembourg, beyond the French catchment areas. Both objectives meant working on local organic visibility and on a paid setup structured by territory at the same time.

SEO: capturing local non-brand demand

A rebuild focused on performance and conversion

We ran the SEO rebuild of the websites with performance and conversion as the guiding principle. Pillar pages and transactional pages were optimised first, since those are the pages that carry ticket sales.

Local pages across the catchment areas

We created local pages targeting the main towns and catchment areas around the parks. Alongside them, non-brand content was developed around days out and nearby leisure activities, to rank on the queries people type before choosing a destination.

Internal linking pointed at ticketing

Internal linking was reinforced towards the park pages and the ticketing pages. This step conditions everything else: local content that does not lead to a sales page captures traffic without producing revenue.

Paid media: four platforms, focused on cold acquisition

Cleaning up the paid channel

The first year was spent cleaning up the paid acquisition channel. We put in place a strategy covering the full conversion funnel, focused entirely on cold acquisition, meaning audiences that do not yet know the brand.

Four complementary platforms

The media mix was diversified across four platforms: Google Ads, Meta Ads, Snapchat Ads and TikTok Ads. Each covers a different part of the family audience and a different moment in the decision, from active search to discovery.

A plan declined from local to international

The paid media plan was built globally, then broken down at local, regional, national and international level. That structure is what makes it possible to address a park's immediate catchment area and cross-border markets from the same campaign base.

A B2B test outside the high season

We also tested B2B paid media campaigns, to stimulate demand outside the busiest periods.

Results

• +29% revenue generated by SEO in the South-West in 2025 compared with 2024.
• +17% organic sessions in the South-West in 2025 compared with 2024.
• +103% revenue generated by SEO in the Grand Est region in 2025 compared with 2024.
• +13% organic sessions in the Grand Est region in 2025 compared with 2024.
• +10% sales across all channels over the first year of the engagement, 2025 compared with 2024.
• +13% revenue across all channels over that same first year.
• +137% revenue on the paid channel against the targets set over the first year.
• ROAS above 3 on the paid channel.

The engagement has been running since 2025. The approach has not changed: organic visibility built on local non-brand searches, and a paid setup steered on the revenue it generates rather than on the volume of traffic it buys.

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