When promoting trade shows, expos, or industry events, two digital marketing powerhouses—Google Ads and SEO—can work hand-in-hand to boost visibility, generate leads, and drive registrations. Leveraging both paid and organic strategies ensures your event appears when it matters most: when potential attendees are searching.

Target the Right Keywords for SEO & PPC Success

Start by researching keywords your ideal attendees might search, such as “fitness expo in Delhi,” “trade exhibition 2025 India,” or “register for EV summit.” Use tools like Google Keyword Planner, SEMrush, or Ahrefs. Incorporate these terms into your website’s metadata, blogs, and landing pages. Simultaneously, use them to structure your Google Ads campaigns with focused ad groups, ensuring high relevance and lower cost-per-click (CPC).

Create Dedicated Landing Pages That Convert

Whether from organic search or ads, all traffic should land on well-designed, mobile-friendly event landing pages. Include essential details like date, location, speaker list, schedule, and a strong call-to-action (e.g., “Register Now” or “Book a Stall”). Use schema markup to enhance visibility in search results and A/B test headlines, forms, and CTAs for higher conversion rates.

Optimize Google Ads with Location, Audience & Retargeting

Use geo-targeting to show your ads only to people in specific regions or countries likely to attend. Utilize audience segments such as past attendees or people interested in similar events. Also, implement retargeting campaigns via Display or YouTube Ads to stay top-of-mind for users who visited your site but didn’t convert. Regularly monitor click-through rates (CTR), cost per lead (CPL), and quality score to refine performance.

Conclusion

A smart mix of Google Ads and SEO can significantly improve your event’s online presence and attendee turnout. While SEO builds long-term visibility and authority, Google Ads delivers instant reach and targeted traffic. By integrating these best practices—from keyword strategy to ad optimization—you’ll maximize both impact and ROI from your digital event marketing efforts.