Case Study: Live Music & Events
515 Booking Inquiries at €2.56 Each in Under 5 Months
How we took a solo live performer from zero paid advertising to a steady stream of daily booking inquiries across Meta and Google, all on a lean budget.
Key Results
Total Booking Inquiries
515
375 Meta message conversations + 140 Google calls, generated from zero prior advertising.
Cost per Inquiry
€2.56
Blended cost per booking inquiry across both platforms, on a lean total budget of ~€1,317.
Peak Month
159
Inquiries in July alone, up from 25 in the first partial month as both channels scaled.
Client Overview
Aleksandar Praizović is a solo live performer - a one-man band - playing celebrations across Serbia. His core focus is christenings and newborn celebrations, alongside weddings and private parties. A one-man act can play a christening on Saturday and a wedding on Sunday, but he can't be in two places pitching himself at once.
For years his diary filled the slow way: a happy guest passes his number to a cousin, who calls months later. Good work travelled, but it travelled at the speed of conversation. When he came to us there was no advertising to speak of and, just as importantly, no way to measure any - no pixel, no analytics, no record of who ever reached out or why.
Goals
One goal sat above everything: get more of the right people to reach out and book him, without wasting a euro of a small budget. Because families reach out in two very different ways, we didn't force one path - we built for both:
- On Meta - optimise purely for messages (Instagram & Facebook chats), verified with Aleksandar as genuine booking inquiries.
- On Google - chase phone calls, the intent-heavy moment closest to a confirmed date.
- Underneath both - full conversion tracking so every inquiry could be measured and costed.
Initial Challenges
No Advertising History
- Never ran a single Meta or Google campaign.
- Low brand awareness beyond his word-of-mouth circle.
- Inquiries arrived slowly and inconsistently.
No Tracking Infrastructure
- No GA4 or Google Tag Manager in place.
- No way to measure messages, calls or cost per lead.
- No pixel history and no baseline to build on.
Our Strategy
Before a single ad ran, we laid the plumbing: GA4 and Google Tag Manager configured from scratch, with message, call and contact events wired up so nothing would go unmeasured. Only then did we turn the taps on - two channels, one honest funnel.
Tracking & Measurement
GA4 and Google Tag Manager built from zero, with conversion events for messages, calls and contacts - so every dinar of spend is measurable from day one.
Meta Ads - Messages
- Cold prospecting (ABO) - introducing Aleksandar to fresh audiences and sparking first conversations at volume.
- Warm engagement (CBO) - circling back to people who already reacted; our cheapest chats came from here at €1.63 each.
- Creative on rotation - fresh visuals designed in Canva so the same faces don't see the same ad twice.
Google Ads - Calls
- Search, high intent - bidding on the phrases people type when they want a performer for a date, pointed straight at a call.
- Performance Max - extending reach across Google's surfaces to find look-alike bookers.
- Tuned for contact - bids and budget steered toward the actions that actually book gigs.
Reporting
A clear Looker Studio report delivered every month - what happened, and exactly what it cost.
Key Results in Detail
Meta - Messages
- 375 message conversations from a standing start.
- Winning warm campaign at €1.63 per chat (€2.43 blended).
- 570,309 impressions · 158,074 people reached.
- 14,526 clicks at a 2.55% CTR.
- Total Meta spend: €909.99.
Google - Calls
- 140 phone calls (Phone Number Click) - the real booking inquiries.
- Just €2.91 per call.
- 8.01% CTR - 20,452 clicks from 255,277 impressions.
- Total Google spend: 47,677 RSD (~€407).
Google also logged 645 contact-button clicks and 12 contact-page views - softer interest signals we don't count as firm inquiries.
Combined Growth
- 515 total booking inquiries in under five months.
- Blended €2.56 per inquiry on ~€1,317 total spend.
- Monthly inquiries climbed from 25 to a July peak of 159.
- Over 825,000 impressions across both platforms.
Services Provided
Meta Ads Management
Message-objective Facebook & Instagram campaigns.
Google Ads Management
Call-focused Search & Performance Max.
Conversion Tracking
GA4 & Google Tag Manager event setup.
Creative Design
Custom ad visuals produced in Canva
Monthly Reporting
Detailed Looker Studio dashboards
Ongoing Optimization
Weekly tuning against verified conversion data
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