Paid Media & Performance 2025

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.

Ongoing 3 specialists 2025
Services
  • Google Ads
  • SEM
  • Analytics & Tracking
  • CRO
  • Reporting
Related services

01The challenge

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.

02The solution

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.

Tech stack

How it's built

Growth

  • Google Ads Paid acquisition
  • GA4 Web analytics
  • GTM Tag management
  • Looker Studio Dashboards
  • Search Console SEO health

03Architecture

How a request flows

  1. The ticket sales window opens for an event (F1, MotoGP) and high-intent Search campaigns are activated alongside Performance Max for remarketing and prospecting

  2. A user searches for tickets and lands on a page specific to the event and purchase intent, with ads and creatives adapted accordingly

  3. GTM records the micro-conversions along the journey (click to external ticketing, view content, begin checkout when applicable) and sends them to GA4

  4. The ROAS and CPA dashboards per event alert the team if a campaign drifts from target within the short sales window

  5. The team applies the optimization rules by campaign phase and adjusts bids and budgets in real time

04Measured impact

Results

  • 6.2x Main campaign ROAS
  • -18% CPA vs previous period
  • 8.4% High-intent CTR
  • +22% Landing conversion

Verifiable data

Metrics in detail

Specialists on the project team
3
Major motorsport events covered by the SEM architecture (F1, MotoGP)
2
Campaign types combined per event (high-intent Search, Performance Max)
2
Funnel micro-conversions instrumented (click to ticketing, view content, begin checkout)
3

Methodology: Project scope data (2025): the team comes from the contract; the events, campaigns and micro-conversions, from the SEM account design. The advertising performance metrics (ROAS, CPA, CTR, conversion) are in the results section of this case study.

05The process

The process

  1. Architecture

    Campaign structure design by event

  2. Tracking

    Micro-conversion implementation and dashboards

  3. Creatives

    Ads and landing pages by intent

  4. Activation

    Launch and real-time optimization

  5. Analysis

    Post-event reporting and learnings

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