How We Helped Bullseye Event Group Surpass Super Bowl Ticket Sale Goals by 240%
A full-funnel paid media strategy across Google and Meta starting with lead quality, shifting to direct ticket sales, and building a system that dramatically outperformed every target.
A High-Stakes Event in One of the Most Competitive Paid Search Markets in the World
Bullseye Event Group needed to dramatically scale direct Super Bowl ticket and hospitality sales. Their existing campaigns were set up to drive leads but weren't driving full-funnel sales and attributed revenue. They needed a new approach to funnel logic in order to convert efficiently in a market where CPCs are sky-high and buyers range from impulse-driven, click-happy fans to high-consideration VIP hospitality buyers.
Before our engagement, the account struggled with broad targeting, no clear separation between buyer types, and a CPA that made profitable scaling impossible. The window was fixed: six months to build, launch, optimize, and scale, with no room for a slow start.
Phase 1 built the lead pipeline and warmed audiences at scale. Phase 2 flipped the switch to ticket sales, with a retargeting engine already loaded and ready.
How We Built the Campaign From the Ground Up
Lead Generation: Building the Pipeline First
Before driving ticket sales, we built the audience infrastructure. Google campaigns targeted high-affinity sports and event fans, collecting qualified leads into a first-party database that could be activated across email and retargeting flows throughout the campaign window. Every lead collected in week one made the conversion campaigns in months two and three more efficient.
Campaign Architecture: Segmenting by Intent and Buyer Type
We completely rebuilt the Google Ads account, separating campaigns by buyer segment and intent tier. Search campaigns were built around high-intent Super Bowl event queries focusing on VIP customers and premium tailgate buyers. Exclusivity messaging, longer launch windows, and tighter audience targeting were applied throughout.
We added Performance Max as a conversion catch-all across Google's full network, ensuring that anyone who engaged with a Meta ad and then searched Google for Super Bowl tickets would find our campaigns, not a competitor's.
Switching to Ticket Sales: Flipping the Funnel
Once the lead pipeline was loaded and audiences were warm, we pivoted Meta spend toward direct ticket conversion campaigns. Retargeting pools built from the Phase 1 lead gen program, email subscribers, and site visitors were activated with urgency-driven creative as the event approached. Separate creative tracks ran for general admission and VIP buyers.
The audience segmentation established in Phase 1 meant conversion campaigns were operating on high-quality, pre-qualified audiences from day one of Phase 2 rather than burning budget on cold traffic.
Bidding Strategy, Negative Keywords & Continuous Optimization
We implemented value-based bidding with tROAS targets tuned by ticket tier, built a 400+ term negative keyword list in week one to eliminate waste, and ran monthly search term reviews throughout. Budget was reallocated weekly toward highest-ROAS campaigns, with underperformers paused or restructured.
240% Above Goal. Every Metric Moved.
The two-phase full-funnel strategy delivered across every KPI from acquisition efficiency to total ticket revenue.
+ Meta