Recruitment Agency Expo London is a two-day industry event bringing together 100+ suppliers and 60+ free seminars at ExCeL London.
Drive high-quality registrations for a free event within a tight pre-event window.
Originally, we had 28 days for paid activity. In reality, we had 18.
Because of a Google Ads account delay (the kind everyone loves), we lost 10 crucial days, and still needed to land between 315–555 registrations at a £22 CPR or less.
1. Organic build-up (80 days)
Warm the audience, grow awareness, and make sure people actually knew the event existed.
2. Paid acceleration (18 days)
Turn that awareness into registrations, quickly, efficiently, and at scale.
Each channel had a role:
Meta → volume + retargeting
LinkedIn → awareness + credibility
Google Search → capture intent (aka: the low-hanging fruit)
Before a single pound was spent on ads, we built the audience.
Over 80 days, we published consistently across LinkedIn, Facebook, Instagram, and X – focusing on speakers, sessions, and reasons to actually care about attending.
The result:
By the time ads launched, we weren’t starting cold. We were speaking to people who already knew the name.
Across Meta, LinkedIn, and Google, we ran a tightly focused campaign designed to convert fast. Here are the results:
This campaign did exactly what it needed to do, and then some.
It hit the target range, smashed the cost benchmark, and proved that even with less time, the right mix of organic and paid can deliver serious results.
So Far…
