As this was a lead generation B2B strategy we had to think outside the box as a Google Ads campaign would not suffice when it came to the volume of exhibitor space we needed to fill.

The strategy encompassed three phases as we first looked to increase awareness of the event before targeting people who had shown interest in our first phase of ads with ads detailing the benefits of exhibiting.

The first phase saw us utilise image and video ads on LinkedIn to target key decision-makers in sports, health and fitness companies. Each person who interacted with these ads was added to an audience that we would then target throughout the second phase of the activity.

The third and final stage was conversion-focused which saw us utilise lead generation forms on both LinkedIn and Google as well as directing people to a conversion-focused landing page on the website.

Our marketing efforts combined with strong performance from the sales team saw us reach 95% exhibitor capacity 4 weeks before the exhibitor sales deadline. LinkedIn exhibitor enquiry CPA was 22% lower than what was achieved the previous year across Google and Meta with the LinkedIn audiences saved and ready to be targeted for next year’s event.