An airshow that stopped buying page likes and started selling seats.
Free-admission airshow in Spokane, produced by Omnium Productions. We built and ran the site, then took over the Meta account eight weeks out and pointed every dollar at VIP seat sales.
Same airshow. Very different scoreboard.
Meta Ads Manager and TicketSignup, campaign day 35 of 56 (May 18, 2026). Dollar figures withheld at the client's request. [Final post-event results to add.]
Six weeks of ads had produced zero ticket clicks.
The inherited campaigns were optimized for page likes and profile visits. They bought thousands of likes, sent nobody to the ticket page, and were aimed at the wrong audience. The pixel was not on the ticketing checkout, so nothing could be measured even if it had worked.
What we did
Audited the account before touching it
Pulled everything through the Meta Marketing API and wrote up six specific problems. The client read a diagnosis, not a pitch.
Wired the pixel through the ticketing vendor
ViewContent, InitiateCheckout, and Purchase events on TicketSignup's pages, so a seat sold became a signal Meta could learn from. Checkout starts came in at a fraction of the target cost.
Seeded lookalikes from the newsletter
541 subscribers became a 1% lookalike. The female lookalike ad set ran at a 12x return at its three-day peak and stayed the account's best performer. Idaho, which the old campaigns never targeted, became a quarter of all orders.
Cut campaigns that did not sell
A traffic campaign ran 23 days without a purchase and was paused. A retargeting set returning 1.2x was killed and its budget moved to the sets that were selling.
Rolled back the day scaling broke
Doubling the best set's budget collapsed its return from 9.4x to 1.2x. We cut it back the same afternoon and reallocated to a fresh set.
Kept the site fast and current through show weekend
Next.js site with schedule, parking maps, VIP seating, and 22 sponsors across six tiers. Cut the logo from 3MB to 268KB and the hero video by 80%. Last content change shipped the morning after the show.