Case study · Events & education
Mauro & Chiara Live
Ticket sales covered the ad budget three times over. The offers sold to ticket buyers brought it to 24.7x.
- front-end ROAS: ticket sales alone returned three times the ad spend
- 3x
- front-end ROAS: ticket sales alone returned three times the ad spend
- back-end ROAS: revenue from the offers sold to attendees, against the same ad spend
- 24.7x
- back-end ROAS: revenue from the offers sold to attendees, against the same ad spend
- Services
- Funnels & CRO, Paid Advertising, Websites
- Industry
- Events & education
- Platforms
- Meta Ads, Meta Pixel + Conversions API, GA4
- Year
- 2026
The challenge
Mauro Schileo is a financial advisor. Chiara Pieralli teaches personal finance to an audience of more than 600,000 people. For the first time they were putting their names on one stage, one afternoon at H-Farm Campus. Big audience, sure. But a like costs nothing and a ticket does. And a sold ticket was never the finish line. The business is what people buy after they walk in.
Our approach
We built the event like a store with two floors. On the ground floor, one page that answers the only questions a buyer has: when, where, who, how much. A countdown in the top bar, the program on the page, one button. Upstairs, the offers for the people who already said yes with their card. Meta Ads fill the ground floor. Tracking follows each buyer all the way up, so we know which ad brought in which dollar.
- Event website and ticket funnel
- Meta Ads
- Countdown and urgency
- Back-end offer funnel
- Pixel, Conversions API and GA4
A ticket is a first purchase, not the goal.
Most event campaigns stop at the box office. We measured the whole path, from the first ad to the last offer. The 3x pays for the ads. The 24.7x is the business.
What we did
How we did it.
- 1
Strip the page down
Date, place, the two of them, the program, the price. Everything else got cut. If a line did not help someone buy a ticket, it went.
- 2
Sell faces, not slides
The ads lead with Mauro and Chiara, because people already know and trust them. Their audiences and lookalikes come first.
- 3
Make the front end pay
We optimized for purchases from day one, not clicks or views. Tickets alone returned 3x the ad spend.
- 4
Then the second floor
Ticket buyers get offered the next step. Every sale is tied back to the ad that started it. That is the 24.7x.
The work
A closer look.
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