Selling candlelight concert tickets with VK Ads
Candlelight concert organiser, 2026
The brief
Sell tickets for candlelight concerts in cities across Siberia and the Russian Far East. Each city has its own audience and a short sales window before the show.
What I did
- 1Tested three ad variants per city and kept the ones that drove purchases, not just clicks.
- 2Narrowed delivery to residential areas and ages 25–54, so the budget stopped leaking to random audiences.
- 3Set up end-to-end tracking with Yandex Metrica and UTM tags to see which ad led to each purchase.
- 4Sent the client a daily report: spend, purchases and what I would change the next day.
Results
Kamchatka, concert on 20 Oct
One video ad drove 7 tracked purchases at 2,332 ₽ per purchase
Kamchatka, concert on 20 Oct
Revenue was 2.7× the ad budget
Kamchatka, concert on 20 Oct
The 9 pm show was 98% full (294 of 300 seats)
total sales across all channels
Khabarovsk
CTR 1.31%, cost per click 2.7 ₽
Blagoveshchensk, concert on 5 Nov
Revenue from VK ads was 4× the ad spend
VK Ads, 10–24 Oct
637 clicks at a 2.74% CTR, average cost per click 2.28 ₽
a sample of 4 campaigns with CTR above 2.5% — not the whole project
Yandex Direct, 30 days
Spend 16,060 ₽ — goal revenue 123,600 ₽, ad cost share 13%
249 conversions; conversion data for the last few days may be incomplete
Yandex Metrica, 19–25 Oct
“Bought a ticket” goal — 9 completions, 48,500 ₽ goal revenue
goal completions are not the same as the number of tickets sold
Source: VK Ads, Yandex Direct, Yandex Metrica, UTM tags. Period: sales periods leading up to each concert
Client feedback
“I can see the trend: tickets are now selling every day”
What it looks like
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