Overview
Ginger Concerts (trading as Ginger Spectacles) is a live show and concert production business based in Amiens. It handles ticketing and the organisation of cultural and musical events, operating in a highly competitive market where every euro spent on advertising has to produce an immediate, measurable return.
The problem
When the engagement began, Ginger Concerts' Facebook and Instagram campaigns were still to be structured. Ads were not yet organised by event or artist, which limited performance tracking and the identification of profitable levers. Conversion tracking from click to ticket purchase was still partial, and performance varied from one show or venue to the next without a clear read on the causes, all room for optimisation to go after.
Objectives
- Maximise ticket sales through Meta Ads
- Achieve a return on ad spend above x5
- Structure conversion tracking end to end
- Identify the best-performing creatives and audiences
What I did
- Restructured campaigns by event and artist, to isolate the performance variables
- Configured the Meta pixel and conversion tracking from the ticketing platform
- Built awareness, consideration and purchase funnels per show, with progressive audiences
- Systematic A/B testing of creatives (video, carousel, images) and audiences (interests, lookalikes, behaviours)
- Detailed monthly reporting with attribution and optimisation recommendations
Results
Business impact: Every euro invested in Meta Ads now returns €12.6 in ticketing revenue. Campaigns are fully structured by event, allowing intelligent budget allocation and continuous optimisation. End-to-end tracking guarantees no conversion data leaks.