Circuit de Barcelona-Catalunya
SEM strategy for motorsport events (F1, MotoGP): event-based architecture, 6.2x ROAS and reliable tracking in a complex ticketing environment.
The Challenge
The Circuit de Barcelona-Catalunya operates with very short sales windows for high-impact events (F1, MotoGP) and intense advertising competition. Acquisition needs to be extremely efficient, segmented by event, language and search intent. Additionally, measurement is complex because ticketing relies on third parties, requiring a reliable tracking system to optimize campaigns with real data.
The Solution
We designed an event-based SEM architecture with Search campaigns for high intent and Performance Max for remarketing and prospecting. We created ads and landing pages specific to each purchase intent. For tracking, we implemented GA4/GTM with micro-conversions (click to ticketing, view content, begin checkout where applicable), ROAS and CPA dashboards, and optimization rules by campaign phase.
Technologies.
The tools that made this project possible
Results.
Process.
Architecture
Campaign structure design by event
Tracking
Micro-conversion implementation and dashboards
Creatives
Ads and landing pages by intent
Activation
Launch and real-time optimization
Analysis
Post-event reporting and learnings
The Platform.
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