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LinkedIn Lead Ads, Performance Max and HubSpot-tracked enquiries for one of the region’s largest energy events in Port Moresby.
The annual Petroleum & Energy Conference in Port Moresby is one of the largest energy events in the region, hosting more than 1,000 attendees and over 100 exhibitors.
Phoenix Media was engaged to raise awareness of the event and generate ticket sales online.
The conference serves a specialised B2B audience of energy-sector professionals spread across several countries, so the campaigns had to reach senior decision-makers rather than a broad consumer audience.
Awareness needed to build quickly in the run-up to the event, and ticket sales had to be tracked reliably so the organisers could see exactly what the campaigns were producing.
As the target audience was B2B, we allocated most of the budget to LinkedIn and Google, with a smaller portion on Facebook.
On LinkedIn, the Lead Ads campaign performed best. For Google, the majority of the budget went to Performance Max, supported by Search Ads.
We integrated HubSpot CRM with the landing page so the quality of every enquiry could be monitored.
The numbers
Performance Max received over 7,000 conversions at under 25 THB each, while LinkedIn lead forms averaged around $20 USD per lead, strong numbers for a niche B2B audience.
In total the campaign reached more than 10 million impressions and helped sell 90% of the available tickets.
If you’re promoting a conference or event to a specialist B2B audience, we can build the campaigns and tracking to fill it.
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