Event agency — CasablancaCost per quote −41% for an event agency in Casablanca.
Seminars, conventions, corporate events: a B2B market where demand qualifies before it signs. Webotic orchestrated Meta, Google Search, LinkedIn and WhatsApp to multiply quote requests while driving down their cost. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Meta Ads
- Google Ads
- LinkedIn Ads
- WhatsApp Business
- GA4
- Looker Studio
The context · a B2B business reliant on word of mouth
The agency organizes seminars, conventions and corporate events for companies based in Casablanca and across Morocco. Its acquisition relied almost entirely on word of mouth and an existing network: an irregular flow of requests, hard to anticipate and impossible to steer. In a B2B market where each project represents a significant budget, the agency was losing opportunities by not being visible at the moment a company starts looking for a provider. The few paid campaigns run so far generated a high cost per request and poorly qualified contacts, often individuals or out-of-scope inquiries. The challenge was twofold: regularize the flow of qualified quote requests and lower their cost, while respecting a B2B decision cycle longer than in the consumer market.
- Acquisition dependent on word of mouth and network.
- Irregular and unpredictable request flow.
- High cost per request on existing campaigns.
- Poorly qualified, out-of-scope B2B contacts.
The setup · four channels, one shared intent
Webotic built a multichannel setup aligned with the B2B decision journey. Google Search captured high intent ("organize seminar Casablanca", "corporate event agency") to be present at the moment of active search. Meta worked on awareness and consideration with formats showcasing concrete work by event type. LinkedIn made it possible to precisely target decision-makers, communication managers and HR at companies in the region. WhatsApp was positioned as the priority quote channel: direct, fast and human contact, better suited to the local reflex than a classic form. A retargeting setup re-engaged non-converted visitors with messaging differentiated by the type of event viewed. The whole thing was tracked end to end, from first impression to quote request, to allocate budgets to the channels genuinely generating contracts.
- Google Search on high B2B intent.
- LinkedIn targeting decision-makers, comms and HR.
- WhatsApp as the priority quote channel.
- Retargeting differentiated by event type.
The results · a controlled quote flow
In six months, the setup turned reactive acquisition into a steered flow. The cost per quote request dropped 41% versus the initial period, while the volume of inbound requests rose 170%. The Google Search and WhatsApp combination proved especially effective at capturing hot intent and converting it into qualified conversations, while LinkedIn fed a pipeline of longer-cycle projects. Above all, request quality improved markedly: the quote-to-contract conversion rate reached 1 in 4, a solid ratio in a B2B market where several providers compete. Consolidated tracking made it possible to reallocate budgets to the most profitable channels and make acquisition predictable, a structural shift for an agency used to relying on word of mouth. (Figures to replace with final values.)
- Cost per quote −41% vs initial period.
- +170% inbound quote requests.
- Quote-to-contract rate of 1 in 4.
- Acquisition made predictable and steerable.
Before, we never knew how many requests we'd get the next month. Now the flow is steady, the contacts are serious and we sign one in four. It changed the way we plan our business.
FREQUENTLY ASKED QUESTIONS
- Why combine four channels for an event agency?
- Because a B2B decision isn't made on a single touchpoint. Google Search captures intent at the moment of search, LinkedIn reaches decision-makers upstream, Meta sustains consideration and WhatsApp eases the move to action. Together they cover the whole journey, from discovery to quote request.
- Why use WhatsApp rather than a contact form?
- In Morocco, WhatsApp is the natural reflex for a first professional exchange. The channel reduces friction, allows a fast and human reply, and qualifies the request better than a cold form. The result: more completed requests and a higher conversion rate.
- Does the setup work for every type of event?
- Yes, provided the message is adapted. Seminars, conventions, corporate events or product launches don't have the same decision-makers or the same arguments. We segment campaigns and retargeting by event type to speak precisely to each audience.
- How long before you see results?
- The first qualified requests arrive within the first weeks, notably via Google Search and WhatsApp. The drop in cost per quote and the improved signing rate consolidate over two to three months, the time needed to optimize targeting and feed retargeting.