A live-events commerce company

DTC live-events ticketing · Google & Bing

Manual bids out. 24/7 automated bidding in.

We moved a profit-sensitive ticketing account off hand-tuned evening bid-downs and onto round-the-clock automated bidding. Once it cleared learning mode, the daily bid-fiddling became obsolete.

What it produced

The receipts.

$200

Profit per order

Conservative profit per order under the 24/7 target-ROAS model, on $100K+ of monthly revenue impact.

2.0×

Weekday ROAS (Mon–Fri)

Steady weekday return on ad spend once the automated campaigns cleared learning mode, without the daily manual bid changes.

5.5–6.5×

Call-extension ROAS

The phone channel, tracked and fed back into bidding instead of sitting in a measurement blind spot, returned among the strongest ROAS in the account.

The challenge

Where it started.

01.

The old motion.

The account was run the way a lot of paid search still is: someone logging in to move bids by hand, bidding down every evening, riding the account up and down by feel. It worked, more or less, but it capped how good the account could get, and it ate the team's time doing it.

02.

The ceiling.

No human changing bids once a day can price every auction, every hour, the way the platform's own models can. Evenings, weekends, and premium inventory each need a different answer in real time. The manual motion was leaving both profit and hours on the table.

03.

The catch.

This is high-volume live-events ticketing. Order values swing from a $40 seat to a five-figure premium package, a real share of demand converts over the phone, and margin is the whole game. Any automation had to optimize to profit, not raw clicks, and survive that enormous order-value spread.

How we engaged

What we did.

Quick winsIntegrationCompounding

01.Days 1–30

Quick wins.

We got the value signal honest first. The platforms had to be optimizing toward profit-relevant value, not just conversion count, and the phone channel had to count, so call-extension conversions were tracked and fed back into the bidding rather than living in a blind spot.

02.Days 30–90

Integration.

We moved the account off manual evening bid-downs and onto 24/7 automated bidding, maximizing conversion value at a target ROAS, with higher ROAS floors on premium venues running around the clock. Then we held the targets steady through learning mode instead of yanking them every time a day looked soft.

03.Day 90+

Compounding.

Once the campaigns exited learning, performance stepped up and stayed there: roughly a 2.0 ROAS on weekdays, call-extension ROAS in the 5.5–6.5× range, and about $200 of profit per order on $100K+ of monthly revenue impact. The next lever is deliberate: trade some margin for volume to grow total profit, gated on feed enrichment so the bidding can tell a five-figure order from a $40 one before it scales spend.

Capabilities exercised