MCI Canada designed a focused ad campaign for the WoodWorks Summit 2023 that delivered a solid 73.67% ROI on ticket sales. The strategy targeted specific groups like interior decorators and design professionals through carefully chosen ad placements.? By using the right keywords to attract these audiences, the campaign brought in people who were genuinely interested in the conference, turning that interest into ticket sales and a strong conversion rate. For every dollar spent on advertising, the campaign brought CA$1.73 in revenue for the Canadian Wood Council.? This shows how well MCI’s approach works—combining audience targeting and effective messaging to get results. The campaign not only boosted ticket sales but also reinforced the Summit’s position as a leading event for sustainable construction.