Gotland360 is one of Sweden’s most unique cycling events, and I had the opportunity to work with them end-to-end — from building their entire website to running Meta ad campaigns that delivered over 10X Return on Ad Spend (ROAS).
Here’s how I approached it:
🌐 Website: Built from the Ground Up
-
I developed Gotland360.se with a strong focus on user experience and functionality.
-
Each cycling event (multi-day, dinner bookings, options) had its own custom landing page, designed for clear communication and high conversion.
-
The registration system ensured every attendee received a unique ticket with their own details — no possibility of reselling or black-ticketing.
-
The site was made to be mobile-first, SEO-optimized, and multilingual.
🎯 Meta Ad Strategy That Delivered Over 10X ROAS
Once the site was ready, I launched a Meta Ads campaign focused on driving registrations and interest. Here’s what worked:
✅ Step 1: Dynamic Ads Setup
-
I created dynamic ad creatives featuring visuals and content tailored to different user segments (families, pro cyclists, local Swedish riders, etc.).
-
This allowed Meta to automatically adjust the combinations based on audience response.
✅ Step 2: Interest-Based Targeting
-
I targeted people interested in cycling, fitness events, sports tourism, and outdoor activities — specifically in Sweden and nearby Nordic countries.
✅ Step 3: Retargeting for Conversions
-
I built custom audiences of website visitors, engagement on posts, and video viewers.
-
Then I ran retargeting ads using testimonials, highlight videos, and urgency-based messages like “Last Chance to Register.”
📈 Final Outcome
-
The campaign achieved 10X+ ROAS — spending less, reaching the right audience, and converting more.
-
The combo of a strong website + personalized event pages + smart Meta ad targeting was the key.
-
The client was thrilled with the outcome — both in terms of event visibility and actual registrations.