Case study · B2B Events & Conferences
Informa Connect runs a global portfolio of senior B2B conferences, where every empty seat is lost revenue and every wrong-fit registration is wasted budget. We rebuilt its paid search and paid social engine across Google, Meta and LinkedIn to drive delegate registrations at scale — lifting registrations 2.9x while cutting the cost of each one.
Visit informaconnect.com ↗The brand
Informa Connect is one of the world's largest B2B events businesses, running a vast portfolio of conferences, summits and trade shows across finance, life sciences, real estate, maritime, hospitality and more. Each event lives or dies on the room: the right senior decision-makers, in the right seats, on the right dates. With dozens of brands running in parallel and registration windows that close fast, the challenge was never awareness — it was converting the right professionals into paying delegates, repeatedly, at portfolio scale.
The challenge
Selling delegate places is unlike selling a product. The audience is narrow and senior, the decision is high-consideration, registration windows are short, and every event competes for the same finite calendar and budget of busy professionals. Across a portfolio this large, spend was spread thin, audience targeting was generic, and a registration counted as a "conversion" regardless of whether that person was a genuine prospective delegate or simply cheap traffic. To grow registrations profitably, we needed to find the right seniorities and job functions at scale, push them through to a confirmed booking before the window closed, and measure success on qualified registrations and cost-per-registration — not raw clicks.
Anyone can buy registrations. The hard part is filling a senior B2B room with the people who belong in it — at a cost per delegate that makes the event pay.
The approach
We rebuilt Google PPC around event-specific and topic-led intent, bidding on the exact conferences, agendas and sectors senior delegates search for, so every brand in the portfolio met ready-to-register demand at the top of the journey.
Search CPR -34%On Meta and LinkedIn we layered job-title, function and seniority targeting against firmographics, putting each event in front of the specific decision-makers it was built for instead of paying for cheap, unqualified reach.
Qualified rate +46%Registration windows close fast, so we layered structured remarketing across search and social to bring back researchers with deadline-driven, agenda-led messaging that pushed considered prospects over the line before super-early-bird pricing expired.
Reg. rate +2.9xSenior strategists paired with our proprietary AI to run dozens of events in parallel, shifting budget in real time toward the campaigns and seasons delivering the lowest cost per qualified registration.
Cost / reg. -38%The results, in depth
Every channel, before and after — an audited view of where the registration growth actually came from.
The craft
