SETTERS — touring lectures (Tomsk)

The task

The SETTERS agency was taking its speakers to Tomsk for offline lectures. The task — collect leads and sell tickets to the event with paid traffic. The specifics of an offline event: the audience is limited to one city, and enrollment has to close in a short window before the lecture date — there is no room for long tests with the budget.

What we did

Targeted ads for the touring lectures with a total budget of $2,239. Traffic went to a lead followed by a ticket purchase.

Results

• Budget — $2,239
• Leads — 650
• Cost per lead — $3.45
• Purchases — 412
• Cost per purchase — $5.43
• Revenue — $16,282
• ROMI — 727% ($16,282 ÷ $2,239)

Insights

• Lead-to-purchase conversion — 63% (412 of 650): leads came not “just to look” but from an audience ready to pay.
• Average ticket for the campaign — about $39.35 at a cost per purchase of $5.43: ads took only ~14% of revenue.
• 650 leads in one city for a local offline event show that a touring event’s hall can be filled with targeted ads without relying on organic reach or the venue’s fame.