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Ads · Acrobat

FRINGEWORLD · Le Roi, Belgian Beer Cafe · Sat & Sun 1:40pm · landing page · listing

Where we are

Tickets by show · white mark = where you should be today for a 70% house

Daily log

Spend and link clicks: that day, from Ads Manager. Tickets: sold so far per show, from FRINGEWORLD's sales report. Ticket taps fill in by themselves (below). Save a date with every box empty to delete it.

olliehorn.com · Plausible, since 10 Nov

What a ticket is worth, and what to pay for one

Ticket	Price	FRINGEWORLD fee	Venue 30%	You keep
Full	A$30	A$4.50	A$7.65	A$17.85
Concession	A$25.50	A$3.50	A$6.60	A$15.40
Friends / group	A$21 / A$20	A$3.50 / A$2.50	A$5.25	about A$12.50
Early bird 2-for-1	A$15 each	A$2	A$3.90	A$9.10

Fees: FRINGEWORLD's 2027 handling-fee bands. The 30% venue share is the usual Perth deal, not Le Roi's actual terms; change it here if yours is different. No GST, because you're not registered. With a normal mix of tickets you keep about A$15 each.

A$7.50
target per ticket
A$15
ceiling per ticket
A$5
target per ticket tap
A$10
ceiling per ticket tap

Target A$7.50 a ticket (half of what you keep): every ad-bought ticket then still earns you about A$7.50.
Ceiling A$15: above that, each extra ticket costs more than it brings in. If a whole week runs above it, change the ads; don't add money.
Per tap: people mostly book in twos, and maybe one in three who tap "Get Perth tickets" go on to buy. One buying tap ≈ 2 tickets, so A$5 a tap ≈ A$7.50 a ticket. The daily log replaces that guess with your real rate after the first fortnight.
The exception: in the last three days before a show that's under half full, spend up to the ceiling. An empty seat earns nothing, a fuller room plays better and gets better reviews, and a work in progress needs a real crowd to learn from.
The maths of A$700: at A$7.50 a ticket that's about 90 tickets, a third of the 240 seats. The ads don't have to fill the room by themselves: the mailing list, Electric Rooms, FRINGEWORLD and flyering do the rest.

The plan · A$700

Now – 16 NovSet-up · A$0

Build the audiences (they fill up from today, even before you spend), make the "Acrobat ticket tap" custom conversion and check it fires, and make the first two videos. See the checklist below.

17 Nov – 19 DecWarm-up · ~A$5/day · A$165

Fill the warm pool cheaply. Most of the money buys 15-second video views in Perth at 1–3c each. Everyone who watches joins your retargeting audience for January. A little goes to the early-bird 2-for-1 for people who already know you: it's capped at 20 per show and makes a real "buy now" reason.

Cold: video viewsWarm: early bird, ticket taps

20 Dec – 5 JanPause · A$0

Christmas ads cost the most of the year, and nobody is planning February yet. Keep posting organically.

6 Jan – 30 JanFestival build · ~A$12/day · A$300

Half to the warm pool, half to finding new people, all optimised for the ticket tap. FRINGEWORLD opens 20 Jan and Perth starts booking. You land in Perth: reshoot the hook video there, with a pie. Every three days, turn off the ad with the worst cost per ticket tap and move its money to the best one.

Warm: ticket tapsCold: ticket taps

31 Jan – 14 FebShow weeks · ~A$15/day · A$235

Almost all warm, and heaviest Thursday to Saturday before each weekend: afternoon shows get booked in the days before and on the morning. After the first weekend, swap in real Perth reviews and audience reactions for the second.

Warm: "this weekend"Reviews

Who you're targeting

People in Perth who already know you: they've followed, liked, watched, visited olliehorn.com or joined the mailing list. They're the cheapest to sell to, so they get the most money near the shows.
Perth comedy and Fringe fans: people who like stand-up, FRINGE WORLD, Edinburgh, Taskmaster, Live at the Apollo.
Brits living in Perth: WA has a higher share of UK-born residents than any other state. Many are homesick for exactly your kind of comedy, and your Amazon Prime and Edinburgh credits mean something to them.

2 and 3 run together as the "Cold" ad set. Everyone they reach who watches becomes part of 1.

Ad sets

1 · Warm Perth (people who already know you)

Audiences: Instagram engagers 365 days · Facebook Page engagers 365 days · video viewers 365 days (includes everyone your warm-up ads reach) · olliehorn.com visitors 180 days (Pixel) · your Perth mailing-list subscribers (customer list from Bento).
Location: Perth + 30 km, "people living in or recently in". That's what turns your worldwide engagers into Perth engagers.
Turn Advantage+ audience off for this ad set. With it on, Meta treats your audiences as a suggestion and shows the ads to strangers too.
Goal: Sales → conversion "Acrobat ticket tap" (below). Watch frequency: over 3 a week, add new ads or spend less.

2 · Cold Perth (finding new people)

Goal: warm-up: Engagement → ThruPlay (video views), the cheapest way to reach Perth comedy fans, and it feeds ad set 1. From 6 Jan: Sales → "Acrobat ticket tap", like ad set 1.
Location: Perth + 25 km. Age: 20–55 (the show is MA15+).
Advantage+ audience on, with suggestions: stand-up comedy, FRINGE WORLD, Edinburgh Festival Fringe, Taskmaster, Live at the Apollo, Comedy Central. Add "Lived in United Kingdom" if Meta offers it in your account. WA has a higher share of UK-born residents than any other state, and a British comic is an easy yes for them.
Exclude ad set 1's audiences, so the same people aren't paid for twice.

The conversion: "Acrobat ticket tap"

Events Manager → Custom conversions → Create: event Initiate checkout, rule URL contains /australia, category Initiate checkout. That's a tap on "Get Perth tickets" or "Tickets" on that page. (The tap also carries content name "Acrobat Perth".)
Meta learns best with about 50 conversions a week, which A$12 a day won't reach. It still steers towards people who tap Buy rather than people who tap anything. If taps stay in single figures after a week, switch the goal to landing page views.
New audience: tapped "Get Perth tickets", 30 days (website, Initiate checkout, URL contains /australia). Some bought, some didn't. Give them the "This weekend" ads in show weeks, and exclude them from ad set 2.

Link for every ad

Meta fills in {{ad.name}} itself, so name ads clearly (e.g. pie-hook-v1).

Creative

Vertical 9:16 for Reels and Stories first, 4:5 copies for the feed. Burn captions in: most people watch with the sound off. The hook has to land in the first second and a half. Every video ends on the same card: ACROBAT · Sat & Sun 1:40pm · 6, 7, 13, 14 Feb · Le Roi, Belgian Beer Cafe · FRINGEWORLD.

Ad	What it is	When
Pie hook	To camera, 20 seconds. Open on the show's own line: sharing a steak pie with an acrobat at 2am changed the course of your life. Stop before the answer. Reshoot it in Perth holding a pie.	All phases
Laugh clip	The best 15–30 seconds of stand-up with a big audience laugh (the Reels laugh finder will find it), captioned.	All phases
Proof	Photo + "ISH Edinburgh Comedy Award nominated", "as seen on Amazon Prime", and the quotes: The List, Broadway Baby, The Wee Review.	Warm
See it first	The work-in-progress angle as a perk: Perth sees the 2027 tour show before anywhere else, for less, and helps shape it. Early bird 2-for-1 while it lasts.	Warm
This weekend	Stories: "Sunday afternoon: a Belgian beer and an hour of comedy." Date, time, venue, link.	Show weeks
Perth says	Fringefeed reviews and 10-second audience reactions filmed outside after the first weekend.	13–14 Feb

Video or images?

Mostly video. Comedy sells by being funny, and only video shows that. Video also builds your audience: everyone who watches can be shown ads again in January. You can't do that with people who saw an image.
Vertical 9:16 (full phone screen) for Reels and Stories, where it's cheapest. Leave Meta's placements on automatic and give it a 4:5 version for the feed.
Images only for "Proof" and "This weekend": quotes and dates are quick to read on a still.
Shot on your phone beats polished. Ads that look like normal posts do better than ones that look like ads.

The ads, word for word

Primary text = the words above the video. Headline = the bold line under it. Button: Book now on every ad.

Pie hook · video · all phases

Script (20s, to camera): "At 2am I shared a steak pie with an acrobat. It changed the course of my life forever. I'm going to tell you exactly what happened… but only if you come to my show." → end card.

Primary text: At 2am I shared a steak pie with an acrobat. It changed the course of my life forever. Acrobat is the true story, four afternoons only at FRINGEWORLD.

Headline: Acrobat · Sat & Sun 1:40pm · Le Roi

Laugh clip · video · all phases

Primary text: ISH Edinburgh Comedy Award nominated, as seen on Amazon Prime. My new show Acrobat: four afternoons only at FRINGEWORLD, Perth.

Headline: Ollie Horn: Acrobat · 6, 7, 13, 14 Feb

Proof · image, 4:5 · warm

On the image: photo + "Smart, questioning stuff" (The List) · "A gifted storyteller" (The Wee Review) · "Ollie is a natural… he sets up the audience for jokes like he is stacking Lego" (Broadway Baby).

Primary text: ISH Edinburgh Comedy Award nominated, British Comedy Guide recommended. Acrobat, a very limited run at FRINGEWORLD. Advance booking recommended.

Headline: Acrobat · Le Roi, Belgian Beer Cafe

See it first · video or image · warm

Primary text: Acrobat is the show I'm touring in 2027, and Perth sees it first. It's a work in progress, so you'll help shape it, and it's cheaper than the tour will be. 2-for-1 early bird while they last.

Headline: World premiere · FRINGEWORLD

This weekend · Stories image · show weeks

On the image: "THIS SAT & SUN · 1:40PM · ACROBAT · Le Roi, Belgian Beer Cafe".

Primary text: This Saturday and Sunday at 1:40pm: an hour of stand-up at Le Roi, Belgian Beer Cafe. Acrobat, at FRINGEWORLD.

Perth says · video · 13–14 Feb

Written after the first weekend, from real Fringefeed reviews and audience reactions.

The funnel and what measures each step

Sees an adMeta: reach, ThruPlays, cost per ThruPlay (aim under 3c).

Lands on olliehorn.com/australiaMeta: link clicks, landing page views, click-through rate (aim over 1%). Plausible: visits from Meta ads. The Pixel adds them to the warm audience.

Taps "Get Perth tickets"The conversion. Meta: "Acrobat ticket tap" and cost per tap. Plausible: Ticket click, split by whether the visit came from Meta, so you can check Meta's count.

FRINGEWORLD listingThe blind spot: our Pixel can't run on their site. Ask them whether the UTM tags show up in your sales report, or whether you can have a promo code (one for the mailing list, one for ads), so a sale can be traced to where it came from.

BuysFRINGEWORLD sales report → the daily log above. Cost per ticket = spend ÷ tickets sold since the ads began. That number flatters the ads, because some of those people would have bought anyway, so compare days with ads against days without. Taps ÷ tickets tells you how many taps a ticket takes.

Comes to the showQR on the last slide: mailing list (for the 2027 tour) and a Fringefeed rating. Ratings sell the second weekend.

Free reach

Electric Rooms is at 334 Murray St, a minute's walk from Le Roi at 347, and its 22 Jan – 7 Feb run is full of comedy buyers. Plug Acrobat from the stage, put flyers on the tables, and include it in the Electric Rooms Perth email.
Your mailing list: email Perth subscribers about the early bird now, and again in the week of each weekend.
FRINGEWORLD: the Friends 30% price (20 per show), the listing photo and first line, and Fringefeed.
Belgian Beer Cafe: ask them to post it and put a poster up at the bar. Their lunchtime crowd is your audience.
Flyering Murray St and Northbridge from 12:30 on show days. Nobody else is out flyering at lunchtime.
Instagram: Stories countdown sticker for each weekend, collab posts with Perth comics.

Can I target Perth people who've interacted with me?

Yes, but you never see who they are. Meta lets you advertise to them; it won't list them.

Ads Manager → Audiences → Create audience → Custom audience → Instagram account (then again for Facebook Page, and Video) → "Everyone who engaged", 365 days.
The audience has no location. You add Perth in the ad set and Meta shows ads only to the ones in or recently in Perth.
An audience needs at least 100 people. Perth engagers of a UK comic may be a few hundred, so the warm-up video views exist to make this pool bigger.
To see how many followers you have in Perth: Instagram → Professional dashboard → Total followers → Top locations → Cities.

Perth mailing-list subscribers: …

Set it up in Ads Manager, step by step

Accounts. Open business.facebook.com. Check your Facebook Page and Instagram account are both linked, and that there's an ad account with a card on it. Its currency can't be changed later; amounts here are A$.
Pixel and conversion. Events Manager → your Pixel → Test events → open olliehorn.com/australia → tap Get Perth tickets: "Initiate checkout" should appear. Then Custom conversions → Create → Initiate checkout, URL contains /australia, name it Acrobat ticket tap.
Audiences. Audiences → Create audience → Custom audience. Make: Instagram account (everyone who engaged, 365 days) · Facebook Page (same) · Video (people who watched 15 seconds or more, 365 days) · Website (all visitors, 180 days) · Website (Initiate checkout, URL contains /australia, 30 days) · Customer list (Perth subscribers from Bento). Name each one starting "Acrobat –".
Campaign 1: "Acrobat – Warm-up" (by 15 Nov, so Meta has time to approve it). Objective Engagement → conversion location Video → goal ThruPlay. Ad set: A$4 a day, 17 Nov to 19 Dec · Location Perth +25 km · Age 20–55 · Advantage+ audience on, with the suggestions from "Ad sets" · exclude the "Acrobat –" audiences · Placements automatic. Ads: Pie hook, Laugh clip.
Campaign 2: "Acrobat – Early bird". Objective Sales → Website → conversion Acrobat ticket tap. Ad set: A$1 a day, same dates · "Use original audience options" (Advantage+ off) · audiences = all the "Acrobat –" ones · Location Perth +30 km. Ads: Proof, See it first. Link: the one in "Ad sets".
6 Jan: "Acrobat – Festival". Sales → Acrobat ticket tap. Two ad sets: Warm (as campaign 2, A$6 a day) and Cold (as campaign 1's audience, A$6 a day). Ads: the Perth pie reshoot, Laugh clip, Proof, See it first.
31 Jan: Warm to A$12 a day, Cold to A$3. Add "This weekend". Raise Warm on Thursdays and Fridays.
Every day (5 minutes): Ads Manager → yesterday's spend and link clicks into the daily log here; tickets sold per show from FRINGEWORLD's report.
Every three days: in each ad set, turn off the ad with the worst cost per result. Never edit a running ad: editing restarts Meta's learning. Duplicate it, change the copy, and switch off the old one.