Case Study ยท Live Events
Overpass Arena
A video-first, three-phase ad campaign that turned $1,695 in Meta and Google spend into $62,698 in tracked ticket sales for the Hurricane Alley Blowout.
The Challenge
Event advertising has a built-in problem: people don't buy tickets the first time they hear about something. They see it, think it looks fun, and forget. The ads that actually sell tickets are the ones that show up again in the last few days before the event, when the decision is real. So the job wasn't just to run ads. It was to build an audience of people who already knew about the Blowout early, then spend the final week converting them.
What We Did
We ran the campaign in three phases over about three and a half weeks on Meta (Facebook and Instagram) and Google (YouTube and Search). Phase 1 led with the event video everywhere and collected 267 RSVPs on the Facebook event at $0.47 each. Phase 2 paired fresh prospecting with our first retargeting campaign aimed at people who had watched the video, visited the ticket page, or engaged with the event. In the final push we shifted most of the budget to retargeting that warm audience. The final-week retargeting campaign alone drove 431 purchases at $0.70 each.
- Paid Social
- Google Ads
- YouTube Ads
- Video Production
- Campaign Strategy
The Results
Outcomes that scale
How it worked
The Playbook
Phase 1
Build the audience
Event video on Facebook, Instagram, and YouTube. 267 RSVPs at $0.47 each. Search caught people already looking for the event by name.
Phase 2
Keep the pressure on
Fresh prospecting plus the first retargeting layer aimed at everyone who watched, clicked, or RSVP'd. Cost per purchase started dropping.
Final push
Retarget everyone who raised their hand
Most of the budget moved to the warm audience. 431 tickets at $0.70 each, roughly $100 back for every ad dollar.
| Metric | Meta | Total | |
|---|---|---|---|
| Ad spend | $1,473.31 | $221.66 | $1,694.97 |
| Impressions | 205,422 | 10,001 | 215,423 |
| Website clicks | 5,255 | 105 | 5,360 |
| Video views | 43,498 | 2,354 | 45,852 |
| Attributed purchases | 918 | 3 | 921 |
| Tracked purchase value | $62,698 | $62,698 | |
| Return on ad spend | 42.6x | 37.0x |
Figures from Meta Ads Manager and Google Ads, September 2026. Purchases are attributed using each platform's standard attribution window and represent attributed purchases, not unique orders.
[Client quote coming soon]
Ready to be our next case study?
Book a 30-minute call with Curtis. We'll talk through your goals and show you what a partnership with VBSM could look like.
Book a MeetingMore Work
