ChangeNow
ChangeNOW: Structuring digital acquisition to boost B2B sales (ROAS 4.03) and internationalize the audience
ChangeNOW is an event with a proven track record of success in terms of impact. However, the organization has realized that it lacks robust digital tools to accelerate ticket sales, attract more international visitors, and accurately measure the effectiveness of its marketing efforts.
The Challenge: Moving from critical acclaim to measurable performance
The main challenge was not brand awareness, but conversion and geographic expansion. It was necessary to structure an approach capable of effectively targeting distinct audiences (B2B vs B2C) internationally, while implementing the tools needed to track the end-to-end buyer journey.
The Solution Implemented
To meet this need for structure and performance, a rigorous Search strategy was deployed:
Structured International Campaigns: Launch of well-structured paid Google Ads and Google Ad Grants campaigns to cover targeted international markets.
Refined Semantic Targeting: A precise segmentation work was carried out on the keywords to distinguish and specifically address B2B and B2C search intentions.
Thematic Landing Pages: To improve relevance and conversion rate, traffic was redirected to landing pages dedicated to specific themes of the event (AI, climate, ocean, etc.).
Full Sales Tracking: Implementation of comprehensive sales tracking to accurately attribute revenue to advertising efforts.
Results Obtained
This structured approach, combining precise targeting and robust tracking, has yielded significant results:
High B2B Profitability: The campaigns generated a ROAS (Return on Ad Spend) of 4.03 on B2B ticket sales, proving the economic effectiveness of the system on this priority target.
Controlled Visibility: More than 312,000 impressions were delivered, while maintaining a controlled cost per click (CPC) of around €1.
Successful Internationalization: The share of international visitors has reached 40 % for the 2025 edition. Finally, this strategy has made it possible to collect actionable insights to continue optimizing future editions.
