Social ads for event agencies: campaigns that follow the event's sales calendar.
A concert sells in waves: announcement, early-bird prices, price increase and the last week. A corporate party or toi sells through a long warm-up with videos of past events. We set up Instagram, Facebook and TikTok for both scenarios and count tickets sold and contracts signed, not reach.
For a ticketed event, ads live from announcement to date, and the budget is spread across waves. The announcement builds reach and a retargeting audience, early-bird prices bring the first sales, the price increase nudges the undecided, and the last week is the most expensive and the highest-converting. Targeting — the host city and travel radius, genre interests, lookalikes of past buyers.
For a made-to-order agency the logic is different. A corporate party is sold to HR and office managers through videos of past events and cases by scale; a toi or wedding to parents and couples through atmosphere, hosts and reviews. The decision cycle is longer, so retargeting and warm-up matter, and enquiries come via WhatsApp or a lead form passed to the CRM.
In both cases we measure results in sales: tickets sold via the pixel and sales data, or contracts and prepayments from the CRM for each campaign.
What event ad management includes.
Announcement, early bird, price increase, last week — budget and creatives for each wave, tied to the event date.
Host city and travel radius, genre and artist interests, separate campaigns for ru and kk audiences.
Videos from past concerts and events, artist cuts, countdowns, stories and Reels; for agencies — corporate and toi cases.
People who viewed the event page or video but didn't buy; abandoned carts; audiences of past events in the same genre.
Lookalikes of ticket buyers and agency clients from the CRM (with consent) — after a few events this is the cheapest sales source.
A form with date, guest count and format, or WhatsApp with a ready message, passed to the CRM in seconds with a task for the manager.
Meta Pixel and Conversions API on the purchase page, TikTok Pixel, linked to ticket sales data: cost per ticket and ROMI per campaign.
Daily in the last week before the event, weekly otherwise: reallocating budget between creatives and audiences.
Campaign structure.
- Event announcement: reach by city and genre, artist video
- Early sales: purchase conversions, limited price
- Retargeting: event page, 50%+ video views, abandoned cart
- Last week: countdown, "few tickets left" only if it's true
- Lookalike of past event buyers
- Corporate: HR and executives, cases, lead form
- Weddings and toi: event videos, hosts, WhatsApp
- TikTok test for youth concerts and stand-up
Restrictions on event advertising.
The advertising law bans promoting alcohol, so bars, alcohol-brand sponsors and scenes with drinks stay out of creatives — even if they are at the event. 16+ and 18+ events are age-restricted in targeting settings and labelled in creatives. Meta and TikTok reject ads with false urgency and unverifiable claims, so we write "20 tickets left" only when sales show it.
A separate risk is artists and brands: an artist's photos and name can be used within your contract with them, and corporate client logos in cases only with their consent.
What a ticket buyer costs.
Based on our experience and market data in Kazakhstan, the cost of selling a ticket via social ads is usually 5–20% of its price and depends heavily on the artist's recognition, the city and when advertising started. An event advertised 5–6 weeks ahead sells cheaper than one launched 10 days before. For corporate parties a lead is typically ₸3,000–₸10,000, but one corporate contract pays for dozens of such leads.
The key factors are how fast the manager responds and how easy the purchase is: a three-step ticket purchase with Kaspi Pay converts noticeably better than a redirect to a third-party site.
What affects the management price.
Managing social ads for one event or agency on one platform in one city — ₸150,000–₸250,000 per month; two platforms, several tour cities or two languages — ₸250,000–₸400,000. Ad budget is paid separately, at least ₸200,000 per month, for major concerts in Almaty — from ₸400,000. Setup is included in the first month; one-off setup without management — ₸150,000.
Video shooting and editing — quoted separately. General terms are on the social media advertising page.
The short version.
How much do social ads for an event cost?
Management from ₸150,000 per month plus an ad budget from ₸200,000. For major concerts in Almaty the budget starts at ₸400,000. A multi-city tour or ads in two languages — ₸250,000–₸400,000 for management.
How long before the event should ads start?
For a concert or conference — 5–8 weeks: the algorithm has time to learn on early sales, and retargeting builds an audience for the last week. Launching 10 days before is almost always more expensive.
Can corporate parties and toi be advertised on Instagram?
Yes, best of all with videos of real events and short cases. Corporate parties are shown to HR and executives, toi and weddings by interests and age; enquiries go to WhatsApp and the CRM.
How do you count tickets sold?
Pixel and Conversions API on the purchase page plus sales data from 1Ticket or your box office. The report shows tickets, revenue and cost per sale for each campaign.
Do we need our own event page?
Yes, if analytics matter: you usually can't install a pixel on an aggregator's page, so ad-driven sales stay invisible. Your own page with checkout via 1Ticket solves this.
Same service for other industries
Launching an event? Give us the date, city and ticket price — we'll propose a campaign plan and budget.
Tell us the date and venue, capacity, ticket prices and where sales happen now. For agencies — formats and season. We'll reply with a campaign plan and forecast within 1–2 business days.