The Challenge: Increase ticket sales and track associated revenue
The Lafon Performing Arts Center partnered with Roux Advertising to increase ticket sales for a featured performance: Mandy Gonzalez performing the music of Lin-Manuel Miranda. Historically, campaigns in this category lean heavily on awareness tactics, with limited connection to actual revenue.
The goal was to flip that model and prove that paid media could pay Lafon back in real, trackable dollars.
The Roux Strategy: Treat ticket sales as an e-commerce initiative
Rather than treating this as a traditional arts campaign, Roux approached the engagement with a different mindset: treat it like e-commerce; where media is expected to generate trackable revenue, not just awareness. By combining e-commerce strategy, full-funnel audience design, and real-time optimization, Roux would transform paid social into a channel that doesn’t just promote events – it generates revenue and pays you back.
The Solution: Revenue-first tactics that support decision moments
Roux Advertising deployed a revenue-first paid social strategy across Meta, with PPC providing measurable intent-rich exposure during the decision moment sequence of events that lead to ticket sales.
Key components included:
- High-Intent Audience Targeting – Target Broadway and musical theater enthusiasts, aligning directly with the Mandy Gonzalez / Lin-Manuel Miranda audience profile
- Full-Funnel Retargeting Engine – Build a layered retargeting funnel capturing users who had previously engaged with Lafon’s Meta presence, turning warm audiences into ticket buyers
- Lookalike Expansion – Leverage high-performing audience segments to build lookalikes, scaling reach while maintaining conversion efficiency
- E-Commerce Style Execution – Treat ticket sales like product sales, prioritizing conversion-focused creative, clear value propositions, and urgency-driven messaging
- Active Budget Optimization – Monitor and adjust spend daily, scaling into top-performing audiences and pulling back where efficiency dropped, maximizing revenue return in real time
The Results: Revenue from ticket sales hit six time the ad spend
6x
Return on Ad Spend (ROAS)
Paid media functioned as a self-sustaining revenue engine, generating more than it cost
Campaign scaled efficiently while maintaining performance
By applying e-commerce rigor to a live event campaign, Lafon’s paid media strategy became a true revenue driver. In short, we didn’t just sell tickets… we built a system that sells them.
