Crazy Axe

About the Client

Crazy Axe is Raleigh’s first urban axe throwing club. Their mission is to provide a safe activity for a fun night out. They cater to individuals, group and corporate parties, birthday events, and more. With the recent opening of their second location and the steady success of their first, Crazy Axe was determined to have a strong and profitable holiday season with the help of BOS Digital.

"Experts at their craft" - Don Ingrassano, Owner of Crazy Axe

The Challenge

Driving more bookings and gift card purchases during the holiday season.

Prior to our partnership, Crazy Axe ran Google ads but was unsure of the impact or success of their efforts. BOS Digital helped Crazy Axe optimize their Google platforms and established proper tracking for conversions. With the holiday season approaching and the recent launch of the Garner location, Crazy Axe wanted help driving bookings and gift card purchases for both locations. They sought out BOS Digital to boost sales during the holiday season.

The Solution

BOS Digital worked with Crazy Axe to tighten up current campaigns and hyper-target search queries on Google to drive more conversions.

The BOS team built a Google campaign aiming to drive location visits, phone calls, bookings, and gift card purchases. Months before the holiday campaign, the BOS team worked with Crazy Axe to position their ads for optimal performance. Crazy Axe established a strong advertising program including a high conversion rate, large impression share, and low cost-per-click. 

The Results

The holiday campaign ran for the month of December and generated 100 conversions (a 75 percent increase in conversions from the month prior).

Data was collected above between December 1 – December 31, 2021.  Google ad performance was strong, resulting in metrics that influenced their best month in revenue since the business first opened in March 2020. 


  • 8503 impressions delivered
  • 1,473 clicks generated 
  • 17.32% click-through rate
  • $0.51 average cost-per-click
  • 100 conversions generated 
  • $7.50 average cost per conversion 


Of those 100 lead conversions, 55 were gift card purchases and 45 were phone calls. The campaign continues to run efficiently and confidently, showing a strong and positive ROI. 

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