Which paid ad channels convert best for event ticket sales?

The most effective paid ad channels for ticket sales are Meta Ads (Facebook and Instagram), Google Search, and TikTok Ads. Each offers unique advantages: Meta for retargeting and community reach, Google for high-intent searches, and TikTok for viral discovery among younger audiences.

For most organisers, Meta Ads deliver the highest return on ad spend (ROAS) due to detailed targeting and easy integration with event data. But a balanced approach, combining Meta for awareness, Google for conversions, and TikTok for buzz, consistently drives the best results.

Which ad platforms perform best for events today?

Each ad platform works differently depending on your audience, budget, and goals.

Here’s how the top ones compare:

Related guide: Leveraging Retargeting Ads for Facebook and Instagram to Boost Event Marketing

Why do Meta Ads convert so well for event organisers?

Meta (Facebook + Instagram) remains the top-performing ad platform for events because it lets organisers target audiences by interests, location, and past engagement, while also supporting pixel-based retargeting.

Here’s why Meta Ads stand out:

• Dynamic Retargeting: Reconnect with users who viewed your ticket page but didn’t buy.

• Custom Audiences: Upload past buyers or newsletter subscribers to find lookalike fans.

• Event Objective Campaigns: Optimise directly for conversions, not just clicks or reach.

• Visual storytelling: Videos and carousels perform especially well for event content.

Example:

An independent electronic music promoter in Sydney spent AUD $1,000 on Meta Ads targeting past attendees and achieved a 6.2x ROAS, selling out a 400-capacity venue in under two weeks.

How do Google and TikTok Ads compare in conversion efficiency?

Google Ads work best when users already have intent. For example, searching “techno events in Melbourne” or “live gigs near me”. These leads convert faster because they’re actively looking to buy.

Meanwhile, TikTok Ads excel at top-of-funnel discovery. While the initial click-through cost may be higher, the viral reach and engagement can create awareness that fuels later conversions on Meta or Google.

Typical funnel approach:

1. Use TikTok for awareness (short hype videos).

2. Retarget TikTok engagers on Meta.

3. Capture final conversions through Google Search ads.

According to WordStream’s 2024 Performance Report, campaigns that mix multiple paid channels see up to 30% higher total conversions compared to single-platform campaigns.

Related guide: Latest Innovations in Event Production: Shaping the Future of Events

How can organisers optimise ad performance and budget?

To maximise conversion without overspending, focus on tracking, segmentation, and creative testing.

A few simple tactics can significantly improve your ad ROI:

1. Track every step: Use your ticketing platform’s pixel (like 7am’s Meta integration) to measure conversions.

2. Segment audiences: Separate cold, warm, and hot leads. Tailor ads to each stage.

3. Test creatives: Run A/B tests with different visuals, CTAs, or formats weekly.

4. Set frequency caps: Avoid ad fatigue by limiting impressions per user.

5. Reinvest early wins: Move budget toward audiences or creatives with the best ROAS.