# How to sell more concert tickets with paid ads

> Spend most of your budget around the on-sale and the final walk-up days, send fans straight to the ticket page in as few clicks as possible, and run on several platforms while retargeting fans who engaged but didn't buy. b00st.com campaigns built this way have reached a 45x return on ad spend for John Legend and sold out Riley Green's 7,000-ticket show a week early.

- URL: https://b00st.com/guides/promote-a-tour-with-paid-ads
- Updated: 2026-10-17

## Spend when fans are buying

An event moves through announcement, presale, on-sale, maintenance and closing. Ticket sales peak at the [on-sale and the closing walk-up](https://b00st.com/blog/transforming-ads-into-live-event-hype), so that's where most of your budget should go. Keep a smaller amount running in between to build retargeting audiences.

When demand surges, move money toward it. For [Khanvict and Raaginder's London show](https://b00st.com/blog/client-success-story-raaginder-khanvict), b00st.com spotted demand within 24 hours and pulled budget into the first days, which got the show flagged as "Going Fast" on Eventbrite.

## Make buying a ticket easy

- Link straight to the ticketing page. Every extra click raises drop-off.
- Tour-date sites like BandsInTown can [hurt ad performance](https://b00st.com/blog/touring-shows-and-ticket-sales) when they add steps or ask fans to install an app.
- Check your link's speed before launch. [Slow pages and pop-ups cost conversions](https://b00st.com/blog/the-importance-of-target-links).

All b00st.com needs to launch an event campaign is a ticket link and one standout creative.

## Use more than one platform, and test a lot

No single platform wins every show. b00st.com tests 20+ ad variations per show across Meta, Google, TikTok and more, then [shifts budget to what sells](https://b00st.com/blog/dont-put-all-your-eggs-in-one-basket). Retargeting matters too: Lil Wayne's fall 2024 shows retargeted 200K+ fans.

## Measure tickets, not clicks

Clicks don't pay for the tour. Share your ticketing pixel so b00st.com can [track sales, sale value and return on ad spend](https://b00st.com/blog/time-for-conversions-in-app) in the dashboard.

## Results

| Campaign | Result |
| :-- | :-- |
| [Nitro Circus](https://b00st.com/case-studies/nitro-circus), 18-stadium U.S. tour | 24,856 tickets attributed to ads, 4.19x ROAS |
| [John Legend](https://b00st.com/case-studies/live-events), Orion Amphitheater | 45x ROAS, $4.35 per ticket purchase |
| [Riley Green](https://b00st.com/case-studies/live-events), Sandwich Fair | 7,000 tickets, sold out a week early |
| [Lil Wayne](https://b00st.com/case-studies/live-events), fall 2024 tour | 12,000 tickets, 15.82% conversion rate |

For festivals, see [the ultimate guide to festival marketing](https://b00st.com/blog/the-ultimate-guide-to-festival-marketing).