The Challenge:

A niche B2B conference in the esports and gaming industry was coming off a modest first year and needed to grow from that base. The goal was 90 registrants at an average ticket value of $1,200, drawn from brands, agencies, and companies trying to enter the space. That price point narrowed the buyer pool considerably and ruled out broad targeting or generic messaging. The campaign had to find qualified prospects and convert them within a four-month promotional window on an $18,500 budget.

Our Approach:

We split the budget across three channels and gave each a distinct role. Google Search captured high-intent demand from people searching for industry content and conference-related terms, consistently posting the highest click-through rate of the three. Meta became the primary volume driver, using interest, job title, and industry targeting aimed at agencies and gaming-adjacent companies to deliver the majority of registrations at the lowest cost per acquisition. LinkedIn reached senior decision-makers directly, finishing as the smallest channel by volume and the strongest by conversion rate.

The campaign built gradually through the summer, with budget shifting toward whichever channels and audiences were converting as performance data came in. As the event approached, late-stage retargeting focused on prospects who had already engaged.