Salaam Events
Driving Ticket Sales & Vendor Signups Through Meta Ads
An event management company based in British Columbia, Canada
1200+
Ticket Sales
100K+
Event Engagements
80+
Vendor Sign-Ups
The story
An event management business
Salaam Events is an event management brand based in British Columbia, Canada. They specialize in organizing large-scale cultural gatherings, including the BC Halal Food Fest and Ramadan Fest BC—two of the region’s most anticipated Muslim community events.
Before working together, their team relied mostly on organic reach and community promotions, which struggled to generate predictable ticket sales, vendor signups, or consistent engagement across multiple events.
The Goal
Ticket Sales, Increase Event Attendes and Vendor Sign-Ups
The primary business goals were to, drive ticket sales for Ramadan Fest BC, increase event RSVPs for free-entry community events, attract vendor signups for food stalls and product booths, grow long-term engagement across Facebook and Instagram
The Challenges
Lack of structure, segmentation, and creative testing kept the brand from scaling effectively or maximizing ROI.
Unstructured Funnel
Relying on boosted posts without a defined lead or sales path limited conversions and long-term performance.
Poor Segmentation
Audiences were too broad—mixing event types, goals, and demographics—making targeting ineffective and wasteful.
Creative Fatigue
Repetitive visuals and unclear objectives caused engagement to drop and made scaling campaigns difficult.
No Retargeting Strategy
The brand missed out on warm leads by not retargeting users who previously engaged or showed interest.
The Strategy
I designed a multi-layered Meta Ads campaign, structured by objective and supported by weekly optimization.
Audience Targeting
We created three distinct audience segments for better reach and conversion.
Cold audiences were built using interests like halal food, cultural events, and modest fashion.
Warm audiences included website visitors, video viewers, and past event engagers.
Lookalike audiences were generated from email lists of previous ticket buyers and vendors.
Creatives Strategy
Event Energy
Vendor Trust
Family Appeal
Campaign Structure
We structured the campaign into four distinct objectives for maximum efficiency and clarity. Event Engagement Campaigns were used to boost RSVPs for free-entry events, driving awareness and foot traffic. Sales Campaigns focused on direct ticket purchases through Eventribute and the Salaam Events website. Vendor Lead Campaigns leveraged Instant Forms to collect signups with key details like business type and booth requirements. Finally, Retargeting Campaigns re-engaged users who had previously visited the site or opened lead forms but didn’t complete an action.
Budget Allocation
The $15,000 ad budget was strategically distributed and optimized on a weekly basis.
70% was allocated to ticket sales campaigns and community engagement initiatives.
The remaining 30% supported vendor signups and retargeting efforts to convert warm audiences.
Results in 40 Days
This campaign allowed the organization to hit its annual Ramadan donation target and expand its operations in Canada and Nigeria.
Ticket Sales
Total Engagements
Vendor Signups
Average Cost Per Sold
What Made It Work?
Clarity in structure, message matching, and fresh creatives drove scalable, efficient performance.
Separate campaigns for each goal ensured clean data and focused optimization.
Each audience received messaging aligned with their funnel stage—awareness, engagement, or sales.
Weekly updates to visuals kept ads fresh and reduced fatigue across platforms.
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