Consultus Digital helped us scale our Meta advertising efforts with a well-executed UGC strategy. The results spoke for themselves.
Joseph DeMarinisFounder, BookSeats.com
C
Case Study · Sports Travel
From 1.4x to 8.10x ROAS.
BookSeats bundles flights, hotels, and tickets for sports fans. We rebuilt their creative engine around UGC and league-specific funnels, and tested our way to a number worth publishing.
Performance Creative Meta Ads Google Ads CRO
1.40x
Return on ad spend
71Added Monthly Sales
$43,803Incremental Revenue · Month One
3.17%Overall CTR
+248%CTR · UGC vs Static
The Brief
The objective, and what stood in the way.
The Objective
Make BookSeats the go-to for sports travel packages, and scale ticket-package sales profitably. Not by outbidding Ticketmaster and Vivid Seats on generic ticket searches, but by owning the niche they can't: the whole trip, bundled.
The Challenge
A young brand in a category where trust is everything. Existing creative was broker-style: stock images, generic offers, nothing that felt native in a feed. Paid traffic existed, but ROAS hovered around 1.4x and every audience leaked efficiency.
The Bet
Real fans beat stock photos. A UGC-first creative engine, league-specific funnels instead of one homepage, and a kill-fast testing culture. Then let the scoreboard decide.
The Goal · Their Primary Objectives
Build Trust In A Crowded CategoryReplace broker-style stock creative with real fan content the audience actually believes.
Fix Leaking ROASTurn a 1.4x baseline into an efficient, scalable return instead of bidding head-on for generic ticket searches.
Own The Bundle, Not The TicketBuild league-specific funnels around the whole trip, the niche Ticketmaster and Vivid Seats can't easily copy.
Audit ✓Rebuild ✓Scale ✓
The Persona Test
Four personas walked in. One walked out.
We didn't guess the audience. Four persona programs ran head to head, each with its own creators, hooks, and budget. Sports won decisively. So we tripled down: a fresh batch of sports-first ads, new creators, new hooks.
Persona A · Winner
The Sports Fan
"My team, on the road, at least once a season."
UGCSocial ProofNew Batch Built
Persona B
The NFL Faithful
"Game day is the trip. Everything else is logistics."
UGC NewsStatic
Persona C
The Festival Chaser
"Lineup drops, then the logistics nightmare starts."
UGCFestivals
Persona D
The Bundle Hunter
"I'll book it myself if it saves me forty bucks."
Us vs ThemStatic
The Tests
Two decisions moved the metric.
Verdicts, with receipts.
Every variant ran live against the same audiences. League-specific landing pages beat the homepage. UGC video crushed static images. Losers were killed fast, and the surviving statics were recycled into video hooks.
The Pages
The funnels that won the test.
A fan clicking an NFL ad lands on NFL inventory, not a generic homepage. That single routing decision cut cost per purchase by 10.92%.
The Search Calendar
Google, played like a season ticket.
01. Partner-team campaigns
Dedicated campaigns for BookSeats' official team partnerships: Packers, Saints, Texans, Wild, Golden Knights, Hurricanes, Utes. Co-branded inventory, team-specific copy, fan-specific intent.
02. Season and playoff surges
Campaigns timed to the sports calendar: NFL kickoff, NHL playoffs, NBA runs, NCAA tournaments, holiday gifting. Budgets surge exactly when fans start planning trips, and rest when they don't.
03. The niche play
We never entered the ticket-only arms race against Ticketmaster and Vivid Seats. The account owns one thing: high-intent sports travel package searches, where the bundle is the advantage.
Google Ads · Account StructureBuilt On The Calendar
BookSeats · North America
├─ Search · NFL Teams · Packers · Saints · Texans
├─ Search · NHL · Wild · Knights · Canes · + playoffs
├─ Search · NBA + NCAA · season windows
├─ Packages · Sports Travel · the niche we own
├─ Seasonal · playoffs · holidays · announcements
└─ Avoided · the ticket-only bidding war
Hundreds of seasonal team campaigns over two years, all answering to one number.
The Scoreboard
Eight concepts. One verdict machine.
Creative analytics on every test. Winners scaled, losers died, and the surviving hooks compounded into the 8.10x program.
Program ROAS
8.10x
Overall CTR
3.17%
Ad Concepts Tested
8
Video
UGC · Jessica
FormatTestimonial
UGC Testimonial"Road-Tripper" Persona
Video
NFL Announcement
FormatCreator · News
UGC News Hook"Season Loyalist" Persona
Video
Festivals · Laura
FormatUGC · POV
UGC POV"Festival Chaser" Persona
ImageStatic · Product
FormatStatic Image
StaticRetired · Hooks Recycled
The Timeline
From zero ads to hundreds.
Day 1
Zero ads in the Meta Ad Library. Literally none. A 20-hour Google Ads audit starts the story.
Month 2
Audit converts to full Google Ads management. The calendar machine starts.
Month 9
Meta launches: first UGC batch, eight concepts, four personas under test.
Month 12
Sports wins the persona war. The 8.10x number lands, published with the client's blessing.
Year 2
Tripled down: new sports batches, new creators, the Packers playbook cloned across teams.
The Client
The Work
Straight from the working files.
Next
If fans buy what you sell, this is your sign.
Creative, funnels, media, and testing, run as one program against one number. BookSeats went from 1.4 to 8.10. Yours is next.