Project overview
Hamad Medical Corporation’s Employee Wellbeing Conference 2025 was a paid international event focused on employee wellbeing and workplace health. The business objective was to drive qualified registrations and reach the attendance target efficiently without excessive ad spend.
My role: lead paid acquisition and improve conversion efficiency across audience targeting, campaign messaging, budget allocation, and the journey from ad click to registration.
Verified impact: 1,100+ attendees against an original target of approximately 700.
Business challenge
Existing journey: Register → Wait → Payment Link → Attend.
For a paid event, this added multiple drop-off points between initial interest, payment, and attendance. The business requirement was to increase attendance without increasing ad spend unnecessarily.
Role & responsibilities
Planned and executed Meta Ads campaigns targeting relevant professional audiences
Optimized creatives to improve trust, relevance, and conversion rates
Ensured efficient budget allocation to maximize registrations without overspending
Identified conversion drop-offs in the registration process and proposed improvements
Supported the overall acquisition and funnel efficiency from ad click to registration
Work completed: creative optimization
During the campaign, I improved performance by refining the messaging to increase trust and relevance for healthcare professionals.
Key improvements included:
Adding Ministry of Health branding to reinforce official credibility
Highlighting CPD points to make the event professionally valuable
Aligning creatives with audience motivations instead of generic promotion
Work completed: registration funnel
Traffic was directed to a structured landing page designed to capture qualified attendees and guide them through the paid registration process.
Because this was a paid event, conversion efficiency was critical.
Execution approach
Beyond running ads, I analyzed the full conversion journey to identify areas where potential attendees could drop off.
Key focus areas included:
Improving audience targeting quality
Aligning creatives with professional motivations
Ensuring clear communication of event value
Supporting a structured conversion flow from interest to registration
This approach ensured efficient acquisition without relying on excessive ad spend.
Results & impact
- Attendance: 1,100+ attendees
- Original target: approximately 700 attendees
- Efficiency: the attendance target was exceeded without excessive ad spend
The campaign demonstrated efficient acquisition and high audience relevance.
Evidence & next step
Official event communications confirmed attendance exceeded initial targets.
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