For the people behind the events ✳
A course by Alex Golub
SELL
TICKETS.
Make the event they want to be at.
Learn the ads that get them there.
Less guessing. More control. Event advertising from first click to final ticket—not just another tour of Meta's buttons.
€490 → €343 at launch. Nothing to pay today.
For the people behind the events ✳
FULL ROOMS.
CLEARER THINKING.
An event marketing course by Alex.
Less guessing. Better ads. More tickets sold.
You put everything into your event. The lineup. The venue. The production. But when it's time to sell tickets, you're staring at Ads Manager, wondering which button actually makes a difference.
Let's change that. Learn to think, launch, measure and improve campaigns made for events—not somebody else's online shop.
Stop boosting posts. Start making better decisions.
Sound familiar?
Your event is sold out.
In your head, at least.
The creative is ready. The lineup is announced. You've boosted a few posts. And now? You're refreshing the ticketing dashboard. Again. And again.
Maybe you're reaching the wrong people. Maybe your tracking isn't telling the full story. Maybe the campaign is working—but you don't know how to read the numbers. More spend won't answer those questions. A better method will.
Less mystery. More method.
The transformation
From “boost post”
to “I know what I'm doing.”
Know who to reach, how much to spend, when an ad is working and when to stop throwing money at something that isn't. More than learning buttons. Learning how to make decisions.
Build it.
Set up your advertising properly, from Business Manager to purchase tracking and a structured event campaign.
Understand it.
Read performance, understand your audiences and connect campaign activity to actual ticket sales.
Make it better.
Know what to change, when to change it and when to leave a working campaign alone.
Your Ads Manager tour guide ↗
Meet Alex Golub
Not just slides.
Actual shows.
Your new favourite person to ask: “Why isn't this ad working?” Alex is the media buyer behind Media Buying Maxxing, with campaigns for Hot Since '82, Lee Burridge, Claptone, Hugel and Cyclic.
His teaching philosophy: you shouldn't need to hire someone just to understand where your advertising budget went. Learn to ask better questions, make better decisions and take more control.
Inside a real campaign / Hot Since '82
A ticket journey isn't a straight line.
The challengeCapture existing demand for a headline artist across two cities—and measure the ads' contribution to ticket sales.
The decisionsAn announcement push, a small steady daily budget through a slower buying period, then renewed focus on late buyers.
The lesson38% of sales in the second city came in the final eight days. Learn to read buying patterns before making panic-driven changes.
Individual music-event campaign results, not a promise of what your event or this course will achieve.
The setlist / Seven acts. One better campaign.
From first click
to final ticket.
No generic Digital Marketing 101. Every chapter comes back to promoting events, selling tickets and making your advertising budget work harder.
ACT 01Get your house in order.
Before you spend a single euro: build a setup you can trust.
Get your house in order.
Before you spend a single euro: build a setup you can trust.
- Why Ads Manager gives you more control than boosting from the Instagram app
- Business Manager setup, ownership, permissions and account coordination
- Pixels, datasets and conversion tracking across the ticketing journey
- Connect purchase events to actual orders; spot missing or duplicate sales
ACT 02Build your first campaign.
Make Ads Manager your playground, not a guessing game.
Build your first campaign.
Make Ads Manager your playground, not a guessing game.
- Campaigns, ad sets and ads: what each level does and how they work together
- Campaign objectives: when awareness, traffic and sales make sense for your event
- Ad-set optimisation, budgets, promotion windows and end dates
- Audience customisation, segmentation traps and targeting checkboxes to avoid
ACT 03Reach the right people.
Not everyone wants a ticket. Find the people who might.
Reach the right people.
Not everyone wants a ticket. Find the people who might.
- Targeting and segmentation for festivals, club nights and business events
- Build remarketing lists of visitors, engaged fans and checkout starters
- Use warm audiences throughout the event's promotion period
- When, what and how to exclude—including people who already bought
ACT 04Make ads that do something.
Pretty is nice. Performance is nicer.
Make ads that do something.
Pretty is nice. Performance is nicer.
- New ads vs existing posts: when to create and when to boost
- Ad-level tracking and selecting your dataset where required
- UTM parameters and consistent campaign, ad-set and ad naming
- Placements: when to customise and when to let delivery learn
- Build an event campaign together, from setup to final launch checks
ACT 05Learn to read the room.
Know what your numbers mean before deciding what to do next.
Learn to read the room.
Know what your numbers mean before deciding what to do next.
- Customise reporting columns and date ranges for useful comparisons
- Read the conversion funnel from impression to paid ticket
- ROAS, frequency, cost per add-to-cart and purchase conversions in context
- Custom formulas that reflect your event's ticket economics
ACT 06Fix it before it flops.
Replace panic-driven changes with informed decisions.
Fix it before it flops.
Replace panic-driven changes with informed decisions.
- When to optimise—and when to leave a working campaign alone
- Diagnose clicks without purchases, rising costs and lost momentum
- Separate tracking issues from targeting, creative and checkout problems
- Decide what to change: creative, audience, budget or the ticket journey
ACT 07Think beyond Meta.
Same brain. Different buttons.
Think beyond Meta.
Same brain. Different buttons.
- Transfer campaign thinking to TikTok, Google and other platforms
- Understand what transfers and what needs a different strategy
- Brand collaborations, partnership ads, permissions and shared assets
- Coordinate artist, speaker and brand promotion around the event
That's a lot of buttons.
Good thing you won't be alone.
The practical part
Less watching.
More doing.
Reading about campaigns is one thing. Building one is another. Follow a guided event-campaign walkthrough from setup to structure, audience selection, tracking and reporting.
The goal isn't to memorise Meta's interface. It's to understand why you're doing what you're doing. So when the buttons move again, you still know how to build a campaign.
Ads Manager has questions.
So will you.
Your cost per purchase rises. Your tracking looks strange. You're not sure what to change next. The course includes 3 months in a private WhatsApp community to ask about your actual campaigns and get answers directly from Alex.
Learn alongside other event organisers. Community response times and support boundaries will be confirmed before enrollment.
First in. Better price.
Invest in skills.
Not more random boosts.
Join the early-access list. When enrollment opens, you'll receive a guaranteed 30% discount reserved for early subscribers.
Sell Tickets — the course.
€343€490
Save €147. One payment when enrollment opens.
- Complete seven-act event advertising curriculum
- Guided event-campaign building walkthrough
- Tracking, targeting, reporting and optimisation
- 3 months of private WhatsApp community access
- Direct answers from Alex inside the community
No payment today. Course format, delivery schedule and content access duration will be confirmed before enrollment.
Just need someone to ask?
The WhatsApp community.
€19/ month
Already run ads? Ask Alex about the campaigns you're working on, without signing up for the full course.
I'm interested in the communityInterest list only. Course access is not included. The 30% discount applies to the full course, not community-only membership.
Your invitation is coming
More people.
Less guessing.
Not hope. Not guess. Not boost and pray. Learn to build campaigns with purpose. Sell Tickets is coming—get on the list and claim your early-access discount.
€490 → €343 for early-access subscribers.
Your next campaign deserves a better plan.