£167k in Ticket Sales for a London Exhibition.
A brand new immersive exhibition, with no existing search demand and a paid media budget of under £27k, generated £167,287 in tracked ticket revenue and a 6.25x return on ad spend.
The Brief
A ticketed immersive exhibition in London appointed OnBrand to manage its paid media from launch through to the end of its extended run.
The objectives were to maximise ticket sales, build awareness among London audiences, maintain a profitable return on ad spend, scale activity during the extension, and track and report on every sale.
The Challenge
As a new exhibition, there was little existing search demand. Potential visitors needed to discover the event before they would search for tickets.
The campaign had to build awareness and drive sales at the same time, within a set budget, while scaling for peak periods, supporting an extension and tracking purchases accurately across two advertising platforms.
Our Approach
We planned Google Ads and Meta Ads as one strategy, structured around three stages of the visitor journey:
Awareness: reaching audiences who had not yet heard of the exhibition.
Consideration: using video and storytelling creative to build interest.
Conversion: capturing high intent ticket searches and remarketing to previous website visitors.
Creative and Optimisation.
We continually tested images, video, headlines, hooks, calls to action and messaging styles. Higher performing assets received more budget, and lower performing assets were paused.
Messaging moved from launch announcements to visitor reactions and social proof, then to countdown messaging, which became the main conversion driver in the final weeks. Campaigns were reviewed daily, with budget moved to the strongest campaigns and audiences.
A Full Funnel Strategy.
Each platform had a defined role. Meta Ads introduced the exhibition to new audiences, and Google Ads converted users who were already looking to buy. Many customers first engaged with Meta advertising before returning through search, direct or referral traffic to purchase.
In total, the campaign generated £167,287 in tracked ticket revenue from £26,762 in paid media spend, a 6.25x return on ad spend across the original run and the extension.
OnBrand manages Google Ads and Meta Ads for exhibitions, attractions and ticketed events.
