Success Story | How Dance Teacher Web Made $42K with Google and Meta Ads

Learn how The Digital Navigator’s strategic ad campaigns helped Dance Teacher Web generate over $42,000 in event revenue while attracting dance professionals from the US and Canada to their Las Vegas Expo.

Summary

Dance Teacher Web, a renowned educational platform for dance teachers and studio owners, hosts an annual conference and expo in Las Vegas. Their goal for the 2024 event was clear: sell physical tickets to dance studio owners and teachers while generating excitement for the event!

However, they faced a significant time challenge—the expo event only two months away and more sign-ups needed! Yet, because the results from previous campaigns didn’t show much success, Dance Teacher Web wondered if using ads could create a meaningful impact on their revenue so close to the event.

That’s when Dance Teacher Web turned to The Digital Navigator for help. As a result, we were able to systemize their tracking system and run a data-driven marketing campaign for their 2024 Dance Teacher Conference Expo.

In just two months, our efforts helped this client generate $42,672 in ticket sales from Meta and Google ads alone, driving a positive ROI with a lean ad spend of $7,586!

We also made sure they were able to track ad engagement, website visitors, and purchase conversions so they could properly leverage their ad platform to generate revenue for their event online!

“When you have a site visitor, an optimized ad algorithm will receive this input as a positive signal to find more visitors in a similar niche. When site visitors don’t engage, on the other hand, the algorithm will take it as a sign that these types of visitors are not a good lead. Without this important information, online businesses can end up wasting tons of cash on the ad platform without realizing it—which is why we suggest letting ad campaigns run for at least a full 48 hours before trying something new. The algorithm needs to receive the positive and negative signals to optimize your cost per lead!”

 

– Pol Cousineau, Founder of The Digital Navigator

Through close monitoring and optimization, we therefore helped Dance Teacher Web successfully overcome technical hurdles, extend their ad campaign to new regions, and maximize their revenue!

But how did we do it?

The following case study takes you along the journey through our strategic ad campaign setup, from fixing technical tracking issues to optimizing Google and Meta ads for better ROI.

You’ll see how Dance Teacher Web went from struggling with inaccurate conversion tracking to generating over $35,000 in net revenue from physical ticket sales in just two months, while gaining insight into how the careful shift from Google to Meta ads led to even higher returns, with expanded reach into the Canadian market.

Finally, we’ll explore how we helped Dance Teacher Web overcome persistent technical challenges to ensure all conversions were accurately tracked and optimized for future conference and event campaigns.

We even made sure to update all of the documentation for their recently updated check-out system so that their developers knew how to accurately track visitor events and interactions going forward!

That’s why today we’re going to break down exactly what The Digital Navigator did behind the scenes so you can learn our proven techniques for optimizing your ad budget, redefining targeting strategies, and ultimately leveraging performance data to scale your business…just like the team did at Dance Teacher Web.

So what are you waiting for?

Let’s begin!

Challenge #1 – Inaccurate ad tracking and lack of data about ad ROI

Dance Teacher Web is a well-established educational platform founded by Steve Sirico and Angela D’Valda Sirico, both of whom have over 40 years of experience in the dance industry. Their mission is to support dance teachers and studio owners through continuous education, choreography, and business development resources.

As such, their mission is to help dance professionals stay inspired and avoid burnout by providing on-demand content that’s accessible anytime, anywhere!

One way they do this is by offering a membership platform filled with articles, videos, and choreography tips. They also host their annual Las Vegas Expo, which brings together the dance community for four days of interactive learning and networking.

And while their work as industry leaders has helped countless teachers and studio owners improve their teaching skills and grow their businesses…

…Dance Teacher Web was still struggling to get a positive ad ROI, and weren’t sure how to scale their ad budget to increase ticket sales.

If they could only resolve these challenges, they could better understand their return on investment (ROI) and optimize future campaigns!

You see, Dance Teacher Web had run previous campaigns but couldn’t accurately measure how much ad spend was directly leading to ticket sales.

They faced a ton of very real challenges with their current system, which they didn’t realize had bugs in the tracking for their checkout and conversion events.

So, although they had extensive expertise in dance education, teacher training, and running successful events, Dance Teacher Web wasn’t sure how to fix the underlying technical problems that were holding them back from scaling their campaigns.

Without knowing it, The Digital Navigator already had their eye on helping Dance Teacher Web with their ad system. Through our cold email outreach process, we contacted Dance Teacher Web to learn about their business only to discover the challenges they were struggling with. Based on our expertise and experience in the space, Dance Teacher Web was ready to trust our team to help!

That’s when The Digital Navigator team set out to support Dance Teacher Web by improving their ad and checkout systems, launching targeted ad campaigns, and scaling their reach—all using our in-house expertise!

Our Solution – Basic audience targeting and ad system optimization

From the get-go, The Digital Navigator team worked with Dance Teacher Web to resolve their tracking issues and ensure that every ad conversion and checkout event was accurately recorded.
Although this required a bit more of a time investment, we knew Dance Teacher Web would be wasting their ad budget if we didn’t target some of the technical problems that came up after-the-fact.

By the time our team was through these initial steps, Dance Teacher Web’s audience could be properly targeted, and they could confidently track the ROI from their campaigns to better optimize future ad budgets.

Once our team established a reliable tracking system, it became possible for us to optimize their marketing efforts and refine their ad strategy to drive more visitors to purchase physical tickets to their Las Vegas Expo event.

Upon reviewing that data, we realized it was possible to scale the campaigns and target a broader audience, ultimately driving more ticket sales.

We also determined it would be an advantage to first identify the most effective ad platforms to maximize the eventual return on investment.

Here’s how it all went:

The Process – Fix, Expand, and Launch a New Ad System

As Dance Teacher Web had wanted The Digital Navigator to help them overcome ad challenges and ensure their marketing campaigns were properly optimized, our team leaped into action by assessing the available assets Dance Teacher Web had, as well as what tools they used to promote their Expo.

Ultimately, we found they had some strong elements: a high-demand event, a large pool of potential attendees (including a ton of celebrity experts in the field), and established credibility in the dance education space. They also had existing ad streams on Google, even if they were struggling to assess the impact of their ad revenue at the time.

Given these assets, The Digital Navigator team rolled up their sleeves to help Dance Teacher Web at every single point of concern, and ultimately built a strategic game plan for success.

Here is that step-by-step process exactly as we used it to increase ticket sales for Dance Teacher Web with less than $7,600 spent on ad campaigns:

Step One: Expand Target Audience and Scale Campaigns

Even before The Digital Navigator team got down to analyzing all the data at their fingertips, both our team and Dance Teacher Web understood that staying within the U.S. market alone could limit growth potential and drive up ad costs due to competition.

So, with the permission of Dance Teacher Web, the TDN team expanded the ad’s target audience to Canada, where the competition for dance-related ads was lower.

As a result, the team managed to reduce bidding costs and get the Expo ads seen by a larger audience without increasing the budget.

We not only saw an immediate improvement on costs per click, and two Canadians purchasing passes within 48 hours, but managed to increase Dance Teacher Web’s confidence that a few slight changes to their ad system would pay off big rewards!

In other words, Dance Teacher Web could finally move forward with ad optimization knowing they would benefit from a lower cost-per-conversion!

Step Two: Fix the Conversion Tracking and Checkout System

Next, The Digital Navigator conducted a full audit of Dance Teacher Web’s Expo Sales website and checkout system.

Almost immediately the team discovered issues with tracking tools like Google Analytics, Google Ads Tags and Facebook Pixel, which were not properly recording sales or customer actions. These bugs were causing data mismatches and incorrect ROI calculations—a huge boon for any client who wants to make sure they’re getting the most out of their ad spend!

That’s why the team quickly set up new tracking events on the checkout page, ensuring that every sale—whether through Google or Meta—was accurately recorded. This included fixing event triggers, verifying the payment process, and testing each conversion event to make sure data was captured correctly.

We also went ahead and fixed any visitor tracking issues we saw—including one where all clicks were being tagged as sales, leading to confusion when it came time to track revenue!

By resolving these issues, Dance Teacher Web could now reliably track how much revenue each ad was generating.

Step Three: Launch and Optimize Google and Meta Ads

The Digital Navigator team then focused on building an ad strategy that would benefit the specific product Dance Teacher Web was trying to sell.

The team started by analyzing any existing data from past Google Ads campaigns to identify which keywords were most effective. Using this data, we conducted extensive keyword research, organizing terms into small ad groups based on relevance.

Each of these ad groups had tailored ad copy to reflect the exact language potential customers were searching for, such as “dance teacher conference” and “dance studio expo.”

By aligning the ads with specific search intent, we could improve click-through rates and lower cost-per-click (CPC) rates for the client.

To support these efforts, once the ads were live The Digital Navigator began monitoring performance daily, adjusting bids and disabling underperforming ads where necessary.

As the team gathered more data within the two month time period before the event, they also tweaked headlines, descriptions, and sitelinks based on what was driving the most impressions and clicks.

However, after some time, The Digital Navigator noticed the Google Ads were reaching the same audience repeatedly, which increased CPC and reduced overall ROI.

That’s when the team pivoted to using Meta Ads (Facebook and Instagram), where they created highly visual, engaging ads targeting new segments of dance professionals.

Using Facebook’s advanced targeting features, The Digital Navigator team was able to create custom audiences based on interests, job titles, and behaviors specific to dance educators and studio owners.

As a result, Meta Ads started outperforming Google in terms of ROI, so we gradually shifted the budget towards Meta, allowing us to scale effectively.

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The Results – Over $42,000 in revenue from ad-specific sales

The seven-week campaign closed out a massive success for Dance Teacher Web’s business. Here’s a breakdown of the vital numbers from the campaign:

Within the campaign period, the project generated $42,672 in total revenue, with a net profit of $35,085. All this from just $7,586.74 in overall budget spend!

Dance Teacher Web launched this campaign with the goal of increasing Expo ticket sales, and managed to create 61 purchase transactions, some for multiple passes at once!

In addition to boosting ticket sales, the project also generated a significant return on investment, extending their reach into the Canadian market with their ad campaigns and reducing overall ad costs.

The targeted ad strategy and technical fixes achieved a highly efficient ROI, with ticket sales coming directly from Meta and Google ads!

In fact, Dance Teacher Web later told us they were thrilled that all the technical tracking issues and ad optimizations were handled so seamlessly, and are keen to do it again for next year’s expo event.

And since The Digital Navigator managed all aspects of the ad campaigns, Dance Teacher Web can now confidently track future campaigns and continue scaling their events without worrying about the technical roadblocks that had held them back to that point.

This type of end-to-end digital marketing support resulted in streamlined processes, stronger ad performance, and the ability for business owners to focus on what they do best—growing their brand and delivering great content.

We were so happy to help!

Ready to be Our Next Success Story?

Ready to take your business to the next level, just like Dance Teacher Web?

Then schedule a free consultation with our team to receive insights on how we can help you grow your ad sales and achieve your business growth goals using the right ad strategy for your business and target audience.

Can’t wait to map out a game-plan for your next year of business—until then from our team!

Client Business Profile

Dance Teacher Web is a premier online resource for dance teachers and studio owners, offering 24/7 access to expert content that includes instructional videos, choreography tips, and business advice. Founded in 2007 by Steve Sirico and Angela D’Valda Sirico, both seasoned professionals in the dance industry with over 40 years of experience, Dance Teacher Web provides ongoing support to help educators stay motivated and improve their skills. Their annual Dance Teacher Web Conference & Expo in Las Vegas brings together dance professionals from around the world for interactive classes, presentations, and networking opportunities, creating a vibrant and supportive community.