Event acquisition
How I filled an investor event with 57% of leads turning up in person
Paid acquisition optimised for real attendees, not just registrations.
Event registrations
Turned up in person
Show up rate
~£35 CPL
The challenge
Registrations are easy. Attendance is the real test.
Events often look full on paper and half empty on the day.
What mattered most
The strategy
Optimise for people in the room.
I tracked every registration through to attendance.
- 01Built paid acquisition around the event.
- 02Tracked registrations through to attendance.
- 03Optimised around actual attendees rather than leads alone.
- 04Kept CPL in check throughout.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Event funnel
From click to attendance
The outcome
A full room at a sensible cost.
37 leads at about £35 each produced 21 attendees, a 57% show rate at roughly £62 per attendee.
Capabilities demonstrated
More case studies
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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