Google Ads is one of the most reliable channels for event marketing because it captures demand rather than generating it. People searching for events, tickets or industry shows already have intent — the job of Google Ads is to make sure you're the answer they find.
Search campaigns target people actively looking for events like yours. High-relevance keyword selection, strong ad copy that reinforces the event's value and a clean path to the registration page all determine whether Search delivers results or just traffic.
Performance Max campaigns run across Search, Display, YouTube, Gmail and Discover simultaneously. They use machine learning to allocate budget toward the placements and audiences generating the best results. For events, PMax works best when it's fed strong creative assets and given a clear conversion goal.
YouTube video ads reach large audiences at relatively low cost-per-view. For events, video gives potential attendees a sense of what the experience is like — which reduces hesitation more effectively than static creative. Use YouTube for awareness at the top of the funnel.
Display campaigns keep your event in front of people who've visited your site but haven't registered. Retargeting on Display is particularly effective in the final 2–4 weeks before ticket cutoff, when purchase intent is highest.
Demand Gen campaigns deliver visual ads across YouTube, Gmail and Discover using audience targeting rather than keywords. They bridge the gap between Google and Meta for visual, interest-based targeting.
For event Google Ads campaigns, the metrics that matter are cost per ticket or registration, ROAS, click-through rate by ad and keyword, and conversion rate by landing page. Don't optimise for impressions or clicks alone — optimise for the action that fills seats.