Search ads for event agencies: turning hot demand for corporate parties, toi and tickets into enquiries.
A company searching "New Year corporate party organisation Almaty" in October will choose an agency within two weeks. We run Google Ads and Yandex Direct for format and event queries, send traffic to landing pages with cases and a budget range, and count enquiries and contracts for every keyword.
In events, search ads are a channel for seasonal hot demand. Queries like "corporate party organisation", "team building for a company", "conference organisation" come from people with a date and a budget, and in October–November clicks on them get noticeably more expensive. What wins is not budget size but precision: negative keywords, ads with format, guest count and price range, a format landing page instead of the home page, and a manager reply within 15 minutes.
For ticketed events, search works on branded queries: artist name plus city, "concert Almaty" with a month, the festival name. The volume is small but very hot, and if you don't capture it, the buyer goes to an aggregator or a reseller.
Google holds the main share of search in Kazakhstan, so we start with Google Ads: search, remarketing, YouTube video for announcements. Yandex Direct comes second for Russian-language queries. Enquiries are tracked via the CRM, ticket sales via purchase page analytics.
What agency search ad management includes.
Queries by format, city and event; negatives like "free", "DIY", "jobs", "script download" so you don't pay for irrelevant clicks.
New Year corporate parties from September, Nauryz and March 8, graduations, the summer toi season — with ads and budget prepared in advance.
Headlines with format, guest count, budget range and lead time; extensions — cases, venues, phone, WhatsApp.
A page for each advertised format with cases, a budget range and a brief form — instead of the agency home page.
Search by artist and event name with city, a link to the purchase page, and the campaign switched off right after the date.
Short announcement clips for events and videos of past events for agencies in Google Ads by city and interests.
Bringing back people who viewed a format or event page and didn't enquire: banners, search remarketing, a reminder about the price increase.
Cost per enquiry, per contract and per ticket by campaign and keyword; budget reallocated weekly, more often in peak season.
Campaigns and queries.
- Search "Corporate": organisation, New Year, turnkey, price
- Search "Business events": conference, forum, launch
- Search "Team building": off-site, for a company, quest
- Search "Weddings and toi": organisation, host, price
- Search "Events": artist + city, concert + month, festival
- Brand: agency and venue names
- YouTube: event announcements and event videos
- Remarketing: visitors without enquiry or purchase
- Yandex Direct: copies of priority campaigns for ru queries
The November auction and how to prepare for it.
At the peak of the corporate season dozens of agencies, venues and restaurants compete for the same queries, and cost per click rises. An agency that starts advertising in November pays the most and gets enquiries when the best dates and venues are already taken.
So we launch New Year corporate party campaigns in September: bids are lower, clients who plan ahead are already searching, and by the peak the campaigns have history and ad quality. In November we shift budget to remarketing and the best-converting keywords. Based on our experience and market data, a click on corporate party queries in Almaty costs ₸200 to ₸800 depending on the month, and an enquiry ₸4,000–₸15,000.
What to keep in mind in ads.
Google and Yandex don't allow alcohol advertising and require age labelling for 18+ events; we don't mention bars or alcohol sponsors in ads or on the landing page. Using an artist's name in ads is acceptable if you are the official organiser; if a rights holder complains, Google may restrict impressions, so keep the artist contract at hand.
For ticket sales the landing page must have a public offer, refund rules and organiser details — without them moderation and buyers raise questions that lower conversion.
What affects the management price.
Managing one platform for an agency or event — ₸150,000–₸250,000 per month; Google and Yandex together, several cities or two languages — ₸250,000–₸400,000. Ad budget is separate, at least ₸200,000 per month, in the corporate season in Almaty — from ₸400,000. Setup is included in the first month; one-off setup without management — ₸150,000.
Format landing pages are quoted separately as landing pages. General terms are on the search advertising page.
The short version.
How much do search ads for an event agency cost?
Management from ₸150,000 per month plus a budget from ₸200,000; in the corporate season in Almaty the budget starts at ₸400,000. Setup is included in the first month.
When should New Year corporate party ads start?
In September. Bids are still lower, clients who book early are already searching, and by November the campaigns have history and trained bidding strategies.
Do search ads work for ticket sales?
Yes, on branded queries — artist or event name with city. The volume is small, but the buyers are the hottest; the campaign runs until the event date and is switched off right after.
Google or Yandex?
We start with Google Ads — the main share of search in Kazakhstan, plus YouTube for announcements. Yandex Direct comes second for Russian-language queries in Almaty and Astana.
How do you measure results?
Enquiries and contracts — via the CRM, calls — via call tracking, tickets — via purchase page analytics. The report shows cost per enquiry, contract and ticket by campaign, not clicks.
Same service for other industries
Want enquiries in season? Send your formats and cities — we'll calculate the budget and forecast.
Tell us your city, priority formats, upcoming ticketed events and current budget. We'll reply with a cost-per-enquiry forecast and a campaign plan within 1–2 business days.