How AI Transformed Conference Marketing

40.40
Return of Ad Spend (ROAS)

9.94

Conversion Rate

25.86

CTR (Click-Through Rate)

Smarter Marketing for a Competitive Industry

The conference and events industry is fast-paced and highly competitive. Organisers need to attract attendees, fill seats, and maximise revenue—all while competing with countless other events.

One leading conference organiser was struggling to stand out. Their traditional digital marketing approach wasn’t delivering the results they needed, and they were sceptical about using AI to power their advertising. But with the right strategy, AI became the game-changer they didn’t know they needed.

Here’s how The Optimisers helped them turn things around.

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The Challenge: A Crowded Market and AI Scepticism

Within the first 12 months, Prezzy Card saw impressive gains across all channels:

With more conferences vying for attention than ever before, this organiser needed a way to attract more attendees without increasing ad spend. They were also hesitant about handing over control to AI-driven advertising, unsure whether machine learning could truly optimise their campaigns.

Their key goals were clear:

  • Increase bookings without overspending
  • Maximise return on ad spend (ROAS)
  • Build trust in AI-powered marketing

Within the first 12 months, Prezzy Card saw impressive gains across all channels:

To tackle these challenges, we developed a data-driven, AI-powered programmatic campaign using Google’s Performance Max. This strategy took the guesswork out of audience targeting and budget allocation, ensuring ads reached the right people at the right time.

Here’s what we did:

  • AI-Driven Audience Targeting – Google’s machine learning helped identify potential attendees based on real-time intent signals.
  • Smart Asset Optimisation – AI tested different creative assets (text, images, and video) to find the best-performing combinations.
  • Multi-Channel Reach – We distributed ads across Search, Display, YouTube, Gmail, and Discovery, making sure the campaign reached attendees wherever they were.
  • Automated Bidding & Budget Allocation – AI handled bidding in real-time, ensuring every dollar was spent efficiently.
  • Landing Page Optimisation – We built dynamic landing pages tailored to user intent, making it easier for attendees to convert.
  • Client Education & Trust Building – We worked closely with the client, providing clear reporting and regular updates to build confidence in AI strategies.

Within the first 12 months, Prezzy Card saw impressive gains across all channels:

This AI-powered strategy exceeded all expectations, delivering industry-leading results:

  • 40.40x ROAS – A massive return on every dollar spent.
  • 9.94% conversion rate – 4x the industry average.
  • 25.86% click-through rate (CTR) – 10x higher than typical campaigns.

Not only did the numbers speak for themselves, but the client’s mindset completely changed. What started as scepticism turned into full adoption of AI-driven marketing. They now see AI as a strategic asset and are exploring similar campaigns in other areas of their business.

The Future: Smarter Conference Marketing with AI

This case study proves that AI isn’t just a buzzword—it’s a practical tool that delivers real results. By combining AI-powered automation with a full-funnel marketing approach, businesses can attract the right audience, optimise conversions, and maximise revenue—without wasting ad spend.

The takeaway? AI-driven marketing works best when it’s part of a bigger strategy. From brand awareness to conversion, every touchpoint matters.

Want to see how AI and full-funnel marketing can drive real results for your business? Let’s chat.

Explore AI-Driven MarketingGet a Full-Funnel Strategy That Works

Disclaimer: This work was originally undertaken by our team under the name Pure SEO. At The Optimisers, we bring the same expertise and strategic approach—elevated by our ongoing evolution and commitment to delivering even greater results.