How Lowlands should run Meta ads.
A hard deadline and a fixed number of tickets flip the logic. This isn't an always-on account, it's a series of bursts, and knowing when to stop.
Analysis built with paid.social, the ad-planning tool from Jonas Sluijs, former Meta growth leadFixed inventory and a deadline change everything. Lowlands sells a set number of weekend tickets at around €325 and, in a good year, sells out. So the goal isn't maximising ROAS, it's selling through the allocation on time at the lowest cost per ticket, then stopping. An always-on strategy would waste budget after the sellout and burn money before the lineup lands. Paid social here is a set of timed bursts, not a steady flow.
The demand already exists, so the job is timing and audience, not persuasion. Concentrate spend on the two moments that convert: the on-sale announcement and each lineup drop. Retarget the people most likely to buy, last year's attendees, the waitlist, engaged social followers, before spending a cent on cold. FOMO is the mechanic, and TikTok carries the lineup hype where the audience actually lives.
Event, not catalogue. There's nothing to feed here; the lineup and the experience are the creative. Two angles: the reveal that triggers the buy, and the memory that pulls last year's crowd back.
How we built this plan
We modelled the approach from Lowlands' public ticket pricing and its reputation for selling out, plus events-marketing benchmarks. The numbers are estimates, not Lowlands' data, meant to show how a fixed-inventory, deadline-driven event plan differs from an always-on account.