In order to pinpoint audiences with luxury-related and event-specific interests, we built our campaigns with a variety of ad groups targeting specific audiences. This enabled us to quickly see which audiences perform best. We then further fine-tuned the successful ad sets and ads to be even more precise. As a result, we were able to bring the average cost per lead down while still delivering a steady stream of quality leads.
Our focus was on people with luxury and sportscar related interests for the event promotion campaigns. To make sure that we captured as many high-quality leads and generated as much event awareness as possible, we also ran a traffic campaign to bring visitors to the event landing page, where they can find more information about the event and sign up.