How Adfreak helped Laserdome & Prison Island weatherize their Google Ads budget
For businesses that Laser Dome and Prison Island, whose offerings fall into the indoor activities category, weather plays a direct role in demand. When the sun is shining, people are drawn outdoors, while rainy and cloudy days increase interest in indoor activities. Adfreak helped two well-known brands take another step forward by automatically adjusting their ad budgets in Google Ads based on current weather conditions from SMHI API, in real time.
The challenge: Seasonal and weather-driven demand
During the summer months, Laserdome and Prison Island clearly see how the number of bookings varies depending on the weather. When the weather forecast shows sun and high temperatures, interest in staying indoors decreases. This creates an inefficiency in advertising, where budgets risk being used up during times of low conversion.
The solution: Automated budget adjustment via SMHI and Google Ads Script
Adfreak's solution is based on an integration between weather data from SMHI and a customized Google Ads script. Every day, current weather data is loaded from SMHI's API - with a focus on temperature, rain, wind and weather status in Malmö, Gothenburg and Helsingborg, where the operations are active.
How it works technically – from CSV to budget adjustment
The first script retrieves new data every morning about the weather information from SMHI and structures it in a Google spreadsheet. The script then summarizes the weather between the times that the businesses are open. This summarized weather data for the different cities is then used as the basis for how the next script in Google Ads will adjust budgets for specific campaigns. Depending on whether it is sunny, cloudy or raining – and depending on the temperature – a multiplier is calculated that adjusts the campaign budget up or down.
Example: Rain in Gothenburg = higher budget
If the weather forecast for Gothenburg shows moderate rain and a temperature of no more than 15°C, the script automatically increases the budget by up to 40 % for the campaigns that are marked with the correct label. If instead there are clear skies and 25°C, the budget is significantly reduced. This gives Laserdome and Prison Island a real competitive advantage – to be most visible when interest is greatest and, above all, to use their budget more efficiently.
Technical structure: Scalable and secure
The solution is built with reusability in mind. By linking campaign labels to specific cities and applying a clear logic for adjusting budgets – based on weather status and temperature range – the same structure can be easily applied to multiple locations or businesses with similar challenges.
Do you have a local business that is affected by the weather? Then you should contact us and get help implementing this solution!
Get help nowResult: Smoother budget utilization and increased profitability
- More efficient budget allocation: Less waste of advertising budget during periods of low demand.
- Higher visibility at the right times: Ads appear when the conversion probability is highest.
- Automated process: No manual adjustment required – everything happens automatically on a daily basis.
Conclusion: From reactive to proactive advertising
Using weather-driven Google Ads campaigns, Laserdome and Prison Island have taken a major step towards more dynamic and sophisticated advertising. This is a clear example of how data and automation can have a business-critical impact – when technology is adapted to real-world behavioral patterns.
