Case study
Surpassing event expectations with strategic Meta campaigns.
Here's how we revived ticket sales for this Toronto event's 8th edition with a Meta strategy that boosted attendees, traffic, and sponsorship revenue.
By GoodboyPublished 2024
- Client
- Toronto Event
- Services
- Strategy · Paid Ads
- Industry
- Events
- Year
- 2024
In this case study, we partnered with a Toronto-based event to revive ticket sales for its 8th edition through a meticulously crafted Meta campaign — reviving ticket momentum, growing attendance, and bringing sponsorship revenue back against a calendar full of similar offerings, budget and contract-hour caps, and a checkout flow that was actively losing buyers.
Approach
We treated paid media, on-site conversion, and sponsorship as one system — because that's how the funnel actually behaved.
Build engaging Meta creative
Produced a creative slate of vertical videos, carousels, and single-image assets — built for the platforms where the event's audience actually scrolls.
Run a segmented advertising strategy
Developed and executed a Meta strategy segmented across demographics, interests, and social interactions — so the budget concentrated on the highest-intent surfaces.
Audit and unblock the customer journey
Ran a full audit of the path from ad → landing → checkout. Identified pain points and partnered with the client's web developer to fix what we could within budget — measurably moving the website's conversion rate.
Target the right audience for sponsors
Identified the ideal target audience (“Professional Emily”) and used those signals to surface lifestyle and beauty sponsorship brands that fit the room.
Boosted attendees, grew engagement, and pulled in new sponsors — six times over.
Key results
The 8th edition sold 4,400+ tickets, drove a 242% increase in website traffic, and pulled in $35k of new sponsorship revenue — all on a 6× return on ad spend. The audience persona work lives on past the campaign, too: future sponsor conversations now start from a defined target, not a guess.
- ×6
- Return on ad spend
- 4.4k
- Tickets sold
- +242%
- Website traffic increase
- $35k
- Sponsorships secured
Frequently asked questions
Do you run paid media for live events?
Yes. Goodboy supports event brands across ticket sales, sponsorship acquisition, and audience-building campaigns — from one-off launches to long-running editions.
What if our checkout flow is the bottleneck?
We treat the on-site experience as part of the campaign. We'll audit it, partner with your dev team on fixes, and run conversion-optimization work alongside the paid media so spend doesn't get wasted at the doorstep.
Can you help with sponsorship targeting too?
Yes. The audience work we do for ticket sales doubles as a pitch deck for prospective sponsors — sharper target = sharper sponsor case.
