Prepared by Chris Saldaris for Affix. 8 November 2026.
The summer School Holiday Program starts on 14 December, five weeks from now, and neither brand has an ad running. Parents and corporate bookers are already searching, so this is the plan to be in front of them in time.
All from public data: the Meta Ad Library, Google's ad transparency records, live Google searches from Perth, both websites and Ahrefs search data. The ad accounts themselves come next, once access lands.
The summer program runs 14 Dec 2026 to 28 Jan 2027 (20 program days). Neither Facebook page has a live ad in the Meta Ad Library, and Google has no record of Swan Valley Adventure Centre ever running a Google ad. Searches for "school holiday programs perth" hit 1,368 last December, the highest month in two years of data.
On "school holiday programs perth" the ads belong to Lords Recreation Centre, Australian Sports Camps, The Motion Academy and Active Gym. Lords is the price anchor, with an ad saying "From $75" and a real price of $85 a day. Swan Valley Adventure Centre is $105 a day, and nobody bids on "swan valley adventure centre" at all, not even Swan Valley Adventure Centre itself.
The VenueSumo booking page loads no tracking at all: no Google Tag Manager, no GA4, no Meta pixel, no Google Ads tag. Booking also takes at least 5 taps to reach the details form (8 or more for a January date), and the 10% sibling discount needs an emailed code before you can book.
Venture has 7 live Google Search ads covering team building and Christmas functions. On 6 generic Perth searches like "team building perth", Venture didn't appear once. It only showed up when someone searched its own name.
Venture has 0 Google and 0 Facebook reviews. Its homepage scores 38 out of 100 for mobile speed and takes 9.5 seconds to show its main content. The Typeform sits about 80% of the way down the page, asks for contact details first and takes group size as free text, so groups under 12 aren't screened out.
Sources: Meta Ad Library (Australia, all ads), Google Ads Transparency Center, Google searches on google.com.au set to Perth WA (desktop), both websites and the VenueSumo booking page, Google PageSpeed Insights (mobile). All checked 8 Nov 2026. Search figures: Ahrefs Keywords Explorer, Australia, monthly search estimates to October 2026, pulled 8 Nov 2026. CPC converted from USD at the RBA rate of 0.6900 USD per AUD (6 Nov 2026).
The main goal is School Holiday Program tickets, with family events second. Cost per booking (what the ads spend to sell one ticket) is the number that matters, so tracking the booking is the first job.
Program days start before the public school break and finish a few days before school goes back. Parents start searching in November, so the ads need to be live before the end of term.
Search counts are last summer's (Nov 2025 to Jan 2026) for the four school holiday searches in section 5. Program days: 14, 17, 18, 21 and 22 Dec 2026, then 5 to 8, 11 to 14, 18 to 22 and 27 to 28 Jan 2027. Two age groups on the site, 7 to 9 and 10 to 14 (the brief says 4 to 14, ASK AFFIX which is right).
CTR (click-through rate) is the share of people who saw the ad and clicked it. CPC (cost per click) is what each click cost. 3.6% and $0.30 a click are strong for Meta, so the audience responds. What we can't see yet is how many of those clicks became bookings.
Sources: Swan Valley Adventure Centre School Holiday Program page, WA Department of Education term dates, Meta Ad Library, Google Ads Transparency Center, Facebook and Instagram pages, all checked 8 Nov 2026. July 2026 results from Affix's brief (28 Oct 2026).
Swan Valley Adventure Centre is $105 a day with lunch, equipment and instruction included, on 89 acres. That's a different product from a day in a gym, and no one in the ads is selling it.
| Who showed an ad | What they sell | Price shown | Meta ads live |
|---|---|---|---|
| Lords Recreation Centre, Subiaco | Sports, games and themed days, ages 5 to 15 | $85/day | 0 |
| Australian Sports Camps | AFL, basketball, cricket, netball and more | 3 days $223 | About 7 |
| The Motion Academy | Parkour, half days | Not shown | None found |
| Active Gym | Gymnastics holiday program | Not found | Not checked |
| Swan Valley Adventure Centre | Outdoor adventure day, lunch included | $105/day | 0 |
"swan valley adventure centre" gets about 1,203 searches a month, and no ad shows on it. A brand campaign (ads that show only when people search your name) costs very little: Ahrefs puts the click at $0.04.
4.3 stars from 269 Google reviews and 334 Facebook recommendations. Reviewers mention the commando course, archery, high ropes and the school holiday program by name. None of that is in an ad right now.
Australian Sports Camps runs about 7 Meta ads: an early bird "Save 30%" sale, a camp updates sign-up and a star coach. No outdoor adventure provider was advertising on Meta at all.
Sources: Google search "school holiday programs perth" and "swan valley adventure centre" on google.com.au set to Perth WA, desktop, one load each, checked 8 Nov 2026 (ads change load to load, so treat this as a snapshot). Competitor sites and Meta Ad Library counts checked 8 Nov 2026. Brand click cost: Ahrefs Keywords Explorer, Australia, monthly search estimates to October 2026, pulled 8 Nov 2026. CPC converted from USD at the RBA rate of 0.6900 USD per AUD (6 Nov 2026).
Each Facebook page has 20 to 40 reels. Most sit at 400 to 2,000 views, then a handful break out. The ones that break out show kids (or adults) doing the activity, which is exactly what a parent needs to see.
Top reels by views, both Facebook pages:
The four big ones are probably boosted (paid to reach more people), ASK AFFIX which were and what they returned. There's only one person-to-camera video across both pages, and no corporate testimonial or manager-to-camera video at all.
Source: Swan Valley Adventure Centre and Venture Swan Valley Facebook reels grids, view counts as displayed, checked 8 Nov 2026.
A parent who clicks an ad lands on the program page, then gets passed to VenueSumo to book. Every step is a chance to drop off, and the last steps aren't tracked at all.
| Page | Tag Manager | GA4 | Meta pixel | Google Ads | Mobile speed |
|---|---|---|---|---|---|
| Swan Valley Adventure Centre homepage | GTM-536LZKW | G-RDPVL79HSB | 1564390550570203 | None | 79 (1.7s) |
| School Holiday Program page | GTM-536LZKW | G-RDPVL79HSB | 1564390550570203 | None | 57 (5.8s) |
| VenueSumo booking page | None | None | None | None | 70 (3.5s) |
Google Tag Manager (GTM) is the container that loads all the tracking codes. GA4 is Google Analytics. The Meta pixel is the code that tells Meta who visited and who bought. A conversion is the action we tell the ad platforms to count and chase, here a completed booking. Without tracking on the booking page, Meta and Google can only chase clicks, not $105 sales. Mobile speed is Google's PageSpeed score out of 100, with LCP (how long the main content takes to appear) in brackets.
VenueSumo's own help centre shows a header script box (Settings, then Assets / Branding, then Websites), which is how Microsoft Clarity gets installed. The GTM container can most likely go in the same box.
What VenueSumo doesn't document is a purchase event (a signal with the order value when a booking completes) or a confirmation page address we can trigger on. That needs a question to VenueSumo support (1800 431 500).
Sources: page source and network requests on each page, the served gtm.js files, the VenueSumo checkout (stopped at the details form, test cart cancelled), help.venuesumo.com, and Google PageSpeed Insights (mobile), all checked 8 Nov 2026. The old Universal Analytics ID (UA-81847021-1) is still in the container and is dead.
The search that best matches a ticket sale, "school holiday programs perth", went from 3,301 to 5,885 searches over the same six months. The broader "school holidays perth" is mostly people checking dates, so it suits Meta and a brand campaign more than paid search.
Average searches a month, May to Oct 2026:
"school holidays perth" is the biggest, but it's mostly date checking. "school holiday programs perth" is the one with someone ready to book. School excursion and camp searches are small, which fits schools booking on rebooking and referral rather than search.
The four school holiday searches combined. Each month shows the latest year (teal) next to the year before (blue). Searches peak in the holiday months: April, June to July, September and December to January.
| Month | Year earlier | Latest 12 months |
|---|---|---|
| Nov | 1,039 | 1,570 |
| Dec | 1,636 | 2,630 |
| Jan | 2,261 | 2,962 |
| Feb | 1,281 | 1,953 |
| Mar | 1,992 | 2,844 |
| Apr | 2,727 | 3,188 |
| May | 1,303 | 2,061 |
| Jun | 2,606 | 3,183 |
| Jul | 3,161 | 3,184 |
| Aug | 1,744 | 1,919 |
| Sep | 3,036 | 3,015 |
| Oct | 2,149 | 1,916 |
| Search | May to Oct 2025 | May to Oct 2026 | Change | Avg a month | CPC (AUD) |
|---|---|---|---|---|---|
| "school holiday programs perth" | 3,301 | 5,885 | +78% | 981 | n/a |
| "school holidays perth" | 7,437 | 6,441 | -13% | 1,074 | n/a |
| "school holiday activities perth" | 2,952 | 2,742 | -7% | 457 | n/a |
| "holiday program perth" | 309 | 210 | -32% | 35 | $0.58 |
| "school excursions perth" | 615 | 664 | +8% | 111 | n/a |
| "school camps perth" | 40 | 48 | +20% | 8 | n/a |
| All of the above | 14,654 | 15,990 | +9% | 2,665 |
"n/a" means Ahrefs has no click cost recorded, usually because few advertisers bid on it. School excursion figures before July 2025 are close to zero in Ahrefs, so treat that year-on-year jump with caution.
"swan valley adventure centre" by month. Brand searches peak in school terms (March, September) and fall to about 270 to 400 a month from December to February. Summer parents aren't searching the name, so they have to be found on Meta and on the generic searches.
| Month | Year earlier | Latest 12 months |
|---|---|---|
| Nov | 291 | 1,565 |
| Dec | 237 | 273 |
| Jan | 408 | 395 |
| Feb | 1,812 | 390 |
| Mar | 2,257 | 2,539 |
| Apr | 1,567 | 2,280 |
| May | 1,850 | 1,382 |
| Jun | 1,652 | 1,139 |
| Jul | 1,422 | 1,556 |
| Aug | 1,578 | 267 |
| Sep | 2,683 | 1,366 |
| Oct | 1,303 | 1,507 |
Brand searches over May to Oct 2026 were 7,217, against 10,488 a year earlier (-31%). Much of that gap is August 2026, which reads 267 against about 1,400 either side and looks like a gap in Ahrefs' data rather than a real drop. Google Search Console would confirm it.
Source: Ahrefs Keywords Explorer, Australia, monthly search estimates to October 2026, pulled 8 Nov 2026. CPC converted from USD at the RBA rate of 0.6900 USD per AUD (6 Nov 2026). Ahrefs volumes are modelled estimates for all of Australia, so a Perth-only campaign will see fewer.
Corporate team building for groups of 12 or more, from $125 a head for a half day and $245 for a full day. Google Ads have brought fewer leads at a higher cost, but better quality ones (from the brief).
The ads themselves are decent, with real specifics like 89 acres, 30+ activities, from $125 a head and 30 minutes from the CBD. They're just not getting seen.
| Search (Perth, 8 Nov) | Who showed an ad | Venture? |
|---|---|---|
| team building perth | The Cooking Professor, Pinnacle Team Events, Amazing Team Building, Dave & Buster's, Beyond The Boardroom | No |
| corporate team building perth | The Cooking Professor, Pinnacle Team Events | No |
| team building activities perth | The Cooking Professor, Pinnacle Team Events, Dave & Buster's, Amazing Team Building | No |
| christmas party venues perth | The Heritage Perth, Tagvenue, Varsity, Alex Hotel | No |
| school holiday programs perth | Lords, The Motion Academy, Australian Sports Camps, Active Gym | No |
| school holiday activities perth | Balloon Story, Smithsonian Starstruck, House Down Under, Lords, Strike Bowling | No |
| venture swan valley | Venture Swan Valley, with 5 sitelinks | Yes |
Google runs an auction every time someone searches. Ad Rank is the score that decides who shows and where, based on the bid, the ad's quality and how well the page matches. Missing every generic search on one load points to one of three things: a small daily budget that runs out early, a tight ad schedule, or low Ad Rank. The account will tell us which.
Sources: Google Ads Transparency Center (advertiser The Perth Diocesan Trustees, region Australia) and Google searches on google.com.au set to Perth WA, desktop, one load each, checked 8 Nov 2026. Ads change load to load, so treat this as a snapshot until the account confirms it.
The map results are the three businesses Google shows on a map above the normal results. Swan Valley Adventure Centre's 269 reviews sit on a separate profile, so they don't carry over to Venture. Both Google profiles show "Own this business?", ASK AFFIX who owns them.
Google suggests the main content should appear within 2.5 seconds. At 9.5 seconds a lot of people on a phone will leave before they see the page, and every one of those clicks has already been paid for.
10 questions, one per screen, about 80% of the way down a 6,310px page (desktop).
A Typeform submit embedded on the page also won't count as a conversion in Google Ads or Meta unless Typeform's own tracking or a thank-you page redirect is set up. The brief also says Enhanced Conversions (sending a scrambled copy of the lead's email to Google so it can match more leads back to ads) and GCLID capture (saving Google's click ID with each lead so a booking can be traced to the exact click) aren't in place yet.
Sources: Google Maps and Facebook pages (reviews), Google PageSpeed Insights (mobile, Moto G Power on slow 4G, 12:48pm AWST), and the live Typeform on ventureswanvalley.com.au (not submitted), all checked 8 Nov 2026.
The businesses winning the team building ads mostly come to you: mobile events, cooking classes and activity marketplaces. Venture has 89 acres, boardrooms on site and catering, 30 minutes from the CBD.
| Competitor | What they sell | Price shown | Min group | Meta ads |
|---|---|---|---|---|
| Pinnacle Team Events | National mobile events, 110+ experiences | $50 to $150 a head (half day) | 10 | 0 |
| The Cooking Professor | Corporate cooking classes, Scarborough | Not checked | Not checked | 0 |
| Amazing Team Building | Amazing Race, archery, cooking, trivia | None | 5 to 15 | No page found |
| Beyond The Boardroom | Mobile events, charity builds, workshops | None | Not stated | 0 |
| Team Days | Activity marketplace, top organic result | Budget bands $40 to $500+ | Not stated | No page found |
| Venture Swan Valley | 89-acre venue, 30+ activities, catering | From $125 a head | 12 | 0 |
Every competitor sells by quote form, the same as Venture. With nobody on Meta, a short video of real corporate groups on site has the feed to itself.
Sources: competitor websites and Meta Ad Library active ads (Australia), checked 8 Nov 2026.
Combined, these searches ran between about 670 and 1,060 a month over the last year, lowest in December and April and highest from June to October. Christmas venue searches build from May and peak in August, months before the party, so Christmas ads need to run from winter, not December.
Average searches a month, May to Oct 2026:
Clicks are cheap for a $1,500+ booking: Ahrefs puts them at $1.74 to $3.62 each (CPC, AUD). "corporate team building perth" is the most expensive and the clearest buyer.
The six corporate searches combined, latest year (teal) next to the year before (blue).
| Month | Year earlier | Latest 12 months |
|---|---|---|
| Nov | 449 | 901 |
| Dec | 231 | 723 |
| Jan | 473 | 870 |
| Feb | 655 | 726 |
| Mar | 617 | 889 |
| Apr | 692 | 670 |
| May | 926 | 932 |
| Jun | 714 | 966 |
| Jul | 813 | 988 |
| Aug | 958 | 1,061 |
| Sep | 1,537 | 1,064 |
| Oct | 1,000 | 1,044 |
Over the last 6 months these searches totalled 6,055, against 5,948 a year earlier (+2%). The year-earlier figure includes a one-off spike in September 2025 (1,537), so the underlying trend is steady to slightly up.
| Search | May to Oct 2025 | May to Oct 2026 | Change | Avg a month | CPC (AUD) |
|---|---|---|---|---|---|
| "team building activities perth" | 2,283 | 2,157 | -6% | 360 | $1.88 |
| "team building perth" | 1,015 | 1,118 | +10% | 186 | $1.74 |
| "corporate events perth" | 1,214 | 710 | -42% | 118 | $2.32 |
| "christmas party venues perth" | 390 | 1,129 | +189% | 188 | $2.46 |
| "team building ideas perth" | 423 | 520 | +23% | 87 | $1.74 |
| "corporate team building perth" | 623 | 421 | -32% | 70 | $3.62 |
| All of the above | 5,948 | 6,055 | +2% | 1,009 |
Source: Ahrefs Keywords Explorer, Australia, monthly search estimates to October 2026, pulled 8 Nov 2026. CPC converted from USD at the RBA rate of 0.6900 USD per AUD (6 Nov 2026). Ahrefs volumes are modelled estimates for all of Australia, so a Perth-only campaign will see fewer.
This is where I'd start based on what's public. Once I'm in the accounts I'll check it against what's already worked and adjust.
Why instant forms: on one account I work with, a school, a Meta native lead form brought in 96 enrolment enquiries at $20.78 each (Meta Ads, lifetime to 11 Sep 2026).
At least one post a month on each page, ideally one a fortnight. Organic posting stopped in August (Venture) and October (Swan Valley Adventure Centre). Regular posts keep the pages looking alive when an ad sends someone to check them out, and they build the audiences we retarget (show ads again to people who've already engaged).
Get the GTM container into VenueSumo's header script box, then confirm with VenueSumo a purchase event or a confirmation page URL we can count as a booking.
Until that's done, Meta can only chase people who tap Book Now, not people who pay. For Venture, make sure each form submit counts as a conversion in both Google Ads and Meta.
Australia hides inactive ads from the public Meta Ad Library, so past results only exist inside the accounts. This section gets filled in once access comes through.
Spend, leads and bookings by campaign on Meta and Google, including the July and September 2026 programs.
CPL (cost per lead, what the ads spend for each enquiry) for Venture, and cost per booking for the program, where it was tracked.
The actual searches Venture's ads showed for, to cut wasted spend and find the ones that bring real groups.
Which ads and reels drove the cheapest results, and whether the 72K, 61K, 29K and 19K reels were boosted.
Budget, ad schedule, bids and impression share (the share of eligible searches the ads actually appeared on, and how much was lost to budget or Ad Rank).
What each account counts as a conversion, whether the Typeform submit fires, and which pixel and Business Manager own the Swan Valley Adventure Centre audiences.
Call or text Chris and we'll work through it.