Paid Social Media Meta Case Study
UK Events Client
TICKET SALE GROWTH
✅+295% More Paid Social Purchases for UK Event Company
LOWER COST PER CLICKS
✅ 15% lower CPC cost-effective traffic generation
MORE FOR LESS
✅ 29% lower CPA, more efficient conversion spend
SCALING ENGAGEMENT
✅ 557% growth in link clicks, driven by bespoke creatives
SEE OUR RESULTS
Learn how we at Hyper Online, utilised a tailored Paid Social Media Strategy to generate growth for one the UKs leading and largest premium parenting and pregnancy event show.
The Client Goal
Boost online ticket purchases and in-person attendance while maintaining a healthy CPA. The client also aimed to increase uptake of VIP packages in partnership with Tommee Tippee.
The Client Review
Client Quote
From Likes to Lifetime Value
A leading event company hosting three of the country’s largest parenting and pregnancy shows across the UK.
Backed by hundreds of suppliers, the events offer exclusive deals, demos, and discounts for expectant and new parents.
The Client Challenge
Stuck in traditional Meta strategies, focused solely on web sales. However, evolving digital conditions, such as Consent Mode V2 and Conversion API led to performance boost.
The Client Outcomes
We had achieved a historic first-time event in which we supported VIP Ticket Packages being sold out, along with supporting development with their 3rd party suppliers.
The Strategy: Full-Funnel Omnichannel Advertising
Our Approach
We implemented a multi-objective strategy across Meta platforms (Facebook & Instagram), combining:
TACTICS
Awareness: Reach & Video Views
Traffic: Engagement & Landing Page
Conversion: Sales & Remarketing
tailored
Event highlights from previous shows
Promotions and product details
Primary Audience Targeting: Females aged 24–45 (All Stage Trimesters)
Placements: Feed, Stories, Reels
targeting
We also leveraged 1st-party data to:
Build fresh lookalike audiences
Automatically distribute budget based on intent
Reduce spend on low-performing segments
timing
We identified a key lifecycle pattern:
10-12 weeks pre-show: Launch paid activity
Final 2 weeks: Peak purchasing period
Middle phase: Needed strategic nurturing
This insight shaped our campaign rollout and budget pacing.
best picks from
The Results
First-Time Wins & Market Growth, even with a declining audience. This information is from Nov 2022 to Sep 2024, in which Meta Ads Manager resulted in:
✅ 3× more purchases using multi-objective campaigns. By shifting from a single-objective (conversion-only) strategy to a full-funnel approach—combining awareness, traffic, and remarketing—the campaign captured users at every stage of the journey, leading to a 3x increase in ticket purchases.
✅ 29% lower CPA — more efficient conversion spend. Optimising budget distribution based on real-time performance and intent signals helped reduce the cost per acquisition, allowing the client to achieve more conversions without increasing spend.
Reaching a declining market
✅ 1286% increase in reach with broader audience exposure. Using Reach and Video View objectives early in the funnel, paired with fresh lookalike audiences and 1st-party data, dramatically expanded the campaign’s visibility across Meta platforms.
Reducing Cost Per Impressions
✅ 550% reduction in CPM, tailored messaging via ad set splits. Segmenting ad sets by audience type and creative theme allowed for more relevant messaging, which improved ad quality scores and significantly lowered the cost per 1,000 impressions.
Increase Better Engagement
✅ 15% lower CPC, cost-effective traffic generation. Creative testing and platform-specific formats (like Reels and Stories) helped drive more clicks at a lower cost, improving traffic efficiency to the ticketing site.
✅ 557% Growth in Link Clicks, Driven by Creatives
Custom visuals and copy tailored to each event and audience segment led to a surge in engagement, with over 5x more users clicking through to learn more or purchase.
The Proportions of Growth
⚠️ However, CTR dropped by 3% due to broader targeting and ad fatigue. As the campaign scaled, impressions grew faster than clicks. This is common when expanding reach, especially if creatives aren’t refreshed frequently. However, this was anticipated and will be addressed in future phases.
📌 Note: CTR decline was expected due to scale expansion. Future creative refreshes and audience segmentation will address this.
PRODUCTS USED
PHOTO ADS
VIDEO ADS
STORIES & REELS
META TOOLS
conv api
Consent mode
The takeaway
Opportunities for Future Scope
To build on further success, future campaigns could include:
Content Push: Regular Dynamic creative testing to combat ad fatigue, primarily on Organic to informed Paid.
Enhancing Data by Geo-specific targeted ads for regional ticket pushes
Product Growth Plan for Further Cross and Up-Sells with exclusive content and data points
Strategy Expansion with Email list growth via lead gen ads with Always-on remarketing for year-round engagement