IQPC

Scale paid media investment to support new event launches while maintaining cost efficiency and improving lead quality, with specific targets across:

• Increase attendee acquisition across existing events

• Support new event series launches with targeted campaigns reaching senior decision-makers

• Improve lead-to-sale conversion rates and reduce wasted sales outreach

• Scale investment efficiently to support significant growth in annual event launches

We faced a unique challenge: IQPC operates across multiple domains and regions with a complex, fragmented tracking infrastructure. Before we could scale campaigns, we had to solve the technical foundations. And we had to do it quickly.

First, we started with data. We analysed IQPC's first-party customer data and GA4 to identify their core audience: senior corporate decision-makers aged 35-64 with documented business travel history, top 10% household income, and genuine decision-making authority within their organisations. This granular understanding allowed us to exclude low-quality segments - such as study abroad participants, students, and recent graduates  - and prioritise spend against high-intent prospects.

We then built a GA4 audience architecture using event series codes embedded in UTM parameters. This gave us sophisticated segmentation capabilities that allowed granular reporting per event, as well as across entire event series. For every new event series, we would instantly create series-specific remarketing audiences, retarget previous event page visitors, and exclude returning attendees using first-party data integration with IQPC's sales team. This meant we could accelerate new series launches by warming them with audiences already familiar with IQPC.

We deployed a coordinated LinkedIn and Paid Search strategy, each channel playing to its strengths. LinkedIn handled brand awareness and middle-funnel content distribution, using company name targeting for account-based marketing precision. Google Ads & Microsoft Ads drove bottom-funnel conversions with price extensions, event-specific landing pages, and hyper-local geofencing around competitor venues, allowing us to capture high-intent, in-market audiences ready to register.

Rather than using generic creative templates, we supported the client in creating bespoke assets for each event series. Event type, target audience job function, competitive differentiation versus rival events, and performance data from similar previous events all shaped the messaging. This test-and-learn feedback loop has allowed each event series to develop it’s own unique brand, while allowing us to share learnings across series within the same sector.

The real difference came from solving IQPC's infrastructure challenge. We implemented a scalable Google Tag Manager solution that unified tracking across all domains, introducing variables and data layers that allowed IQPC to add new domains and update tracking parameters without technical friction. This architecture became the backbone of everything that followed, as having one GTM container for all domains made new tracking setup easy, and any changes easy to roll out.

We built an Asana-based workflow consolidating campaign management, automated budget pacing alerts, and real-time performance dashboards. This replaced fragmented email chains for dozens of concurrent campaigns enabling centralised team communication, proactive optimisation, and seamless collaboration.

Split-testing landing pages to trial different creative copy and form fields increased conversion rates across the board, with one such test doubling conversion rates and leading to new insights on what resonated for that professional audience.

Managing over $100,000 in advertising costs across 165 IQPC campaigns, our new campaign types and creative asset styles generated 3,226 tracked conversions, representing an enormous 368% growth in conversions year-on-year.

Advertising spend now goes a lot further, enables more experimentation and has unlocked new opportunities expanding IQPC’s paid media campaigns to include Microsoft Ads and LinkedIn advertising.

Of course, we’re continually iterating our processes to make them as smooth as possible for both sides, shortening the campaign turnaround time even further and seeking new opportunities to start integrating CRM, sales team and revenue data into our campaigns.

Ready to scale your paid media campaigs just like IQPC? Let's chat.