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Google Ads for Event Management

Google Ads for Events Management: How to Create an Effective Campaign

Google Ads advertising for your events management business can be one of the most effective ways to target your audiences. This means you can target people who are searching for an event company to hire for the services they require.

There are multiple ways you can reach your audiences with the tools available in Google Ads. And you can select the campaign types that are most relevant for your needs and have control over how much you want to spend.

We will now explore how an effective Google Ads campaign should be built for an events management company.


1. Campaign Objective

Firstly, you’ll need to pick the objective that aligns with your business. This can be anything that’s relevant for your business, and Google Ads makes it easy to choose the right one to get started. And this can be adjusted as your plans change and as your business grows.

The best Google Ads objective for an events management business is likely to be ‘Leads’. With this objective you will have the opportunity to update the controls to meet your plans and allow the system to guide you as you do so.


2. Campaign Type

After selecting your campaign objective, you’ll have a few options before you update the campaign settings. And one of these is updating or selecting the goals, which are the actions that you want to track on your website, like form submissions.

And you’ll also need to pick the campaign type that is relevant for your objective. Ideally this should be a campaign that will help you reach people and businesses that are searching for an events company on Google.

So, the Search campaign type will likely be the most relevant for your needs. And you’ll bid on keywords that relate to the services that you provide.


3. Campaign Budget

Next, you’ll need to set a Google Ads budget for your events management company. This is one of the main features to update in campaign settings and it cannot be left blank. Instead, you need to work out your spend limit on a monthly and daily basis.

Many events companies start with low budgets and that’s ok because it helps you to test your ads and keywords before launching full steam ahead. So, a monthly budget of £500 is a good amount to start with, and then you can increase it as performance improves.

Also, doing some research will help you decide what a good budget is to start with, and we will discuss keyword research below.


4. Bidding Strategy

The bidding strategy is there to help you set the maximum amount that you want to pay for each click. Because Google Ads is an auction system, you must place bids to win the auctions and it’s not necessarily the keywords or ad positions that you are bidding on. But rather, you are bidding on clicks, which is what each participant wants from the auction.

For your events management business, you need to select the right bid strategy that matches your goals and objective. And an automated bid strategy like Maximise Clicks when you are just starting will help you in your endeavours. And you can adjust it later to a conversion-focused bid strategy to drive more leads for your business.


5. Keyword Selection

As mentioned earlier, keyword research is important for setting a budget, especially when you’re just launching a new campaign. And these keywords will relate to the events and services you want to promote and will be in line with the search queries on Google.

You’ll also need to think about the match types that you’ll use. For a new campaign it’s best to start with phrase and exact match keywords because they help you to control the type of searches you get. So, avoid using broad match keywords at the beginning, but use them later when you have an extensive keyword list.


6. Text Ads

The text ads are what searchers see when they search on Google. These appear when search queries match with the keywords you’ve added to your campaign. And so, this requires that they be relevant so that you only target people and businesses who are interested in your services.

Responsive search ads are the new text ads and a Google Ads campaign for an events management company should use as many headlines and descriptions as possible. This helps the system to pick the best ad combinations at auction time as potential customers’ search.


7. Ad Scheduling

You will also need to decide how to schedule your text ads. This is about deciding when you want your ads to run and when you would want them to be offline. However, the default option in campaign settings allows your ads to run on all days and hours.

For most campaigns this is the ideal setting. And that’s because it enables you to test all the times and see how your ads perform and then you can adjust accordingly.

The Segments reports show how your ads have performed for each day of week and hour of the day. And you can adjust bids too in line with this to maximise your performance.



Finally, the setup of a Google Ads campaign for an events management company helps to reach an audience that is highly targeted and relevant. This is one of the benefits of this platform and that’s being used by many event services.

Need help setting up your campaign? I’m a Google Ads expert with many years’ experience. Get in touch today to discuss.

    I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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