Why PPC and Paid Media Are a Strategic Necessity... And What Actually Makes Them Perform.
17 Feb 2026
Paid media doesn't fail because you didn't spend enough. It fails because tracking, data and your website aren't set up to convert, or to teach the ad platforms what success looks like.
In this webinar, ASP's Jon Monk was joined by Helen Coetzee and Dominic Bird from Marketing Pro Group (MPG) to explain why so many event PPC campaigns underperform and what to fix first.
What we covered
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Why PPC is now essential. Email can't carry growth alone, organic is harder to win and ad platforms are better than ever at finding audiences.
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Why conversion tracking comes first. Conversions train the ad platforms. Without them, targeting can't improve.
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Leads versus revenue. How closed-loop reporting connects paid clicks to delegates, exhibitors and sponsors.
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What your website has to do. Why relevance, topic-led messaging and focused landing pages decide whether paid clicks convert.
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How to run PPC all year. Keep a baseline running and turn the dial up around event milestones.
Who it's for
Event marketers and event directors who manage paid media budgets or brief an agency, and want to know why campaigns underperform.