Module 12: Paid Ads, Measurement and the Marketing Plan

Everything in this course so far has built assets you own: a position, a brand, a website, search visibility, content, an email list and a referral network. Paid advertising can put those assets in front of more buyers quickly, but only if you know what a lead is worth and can measure what each dollar returns. Without that, ads are an expensive way to feel busy.

This final core module covers when paid advertising makes sense for an event business, how to run Google Ads and Meta ads for local services, how to set budgets from cost per lead and break-even, and how to track calls, forms and campaigns with UTM tags and conversions. It then brings the whole course together into a simple dashboard, an annual marketing plan and, in the workshop, a 90-day plan you can start on Monday. It is written for planners, performers, caterers, venues, photographers, rental companies and every other event vendor in Ontario.