Meta Ads Success Story

This Is Michael

How Sira Música turned Meta Ads into a ticket-selling engine across Spain and Mexico

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Client: Sira Música (siramusica.com)

Sira Música is a live-entertainment producer with 20 years of experience and more than 500 concerts staged across Latin America, Europe, Russia, the U.S. and Australia. Among its flagship productions is This Is Michael, a Michael Jackson tribute show touring major venues in Spain and Mexico.

The Objective

Sira Música partnered on Meta Ads to sell tickets for This Is Michael in two key markets — Spain (Barcelona and Madrid) and Mexico (Mexico City) — with a clear priority stack:

• Primary goal: Purchases (ticket sales) at an efficient cost per acquisition
• Secondary goal: Link Clicks, to drive qualified traffic to the ticketing page
• Secondary goal: Reach, to build awareness of the tour in each city

The Approach

Campaigns were structured city-by-city (Barcelona, Madrid, Mexico City), each running as an always-on conversion campaign optimized directly for Purchases. This localized structure let the account allocate budget toward the cities and audiences converting most efficiently, while link-click and reach delivery continued to feed top-of-funnel demand for future ticket sales.

The Results

Figures below cover the This Is Michael campaigns running in Spain and Mexico from April 1 to June 30, 2026.

Headline performance — Spain + Mexico combined

217 Purchases

€3,784 Ad Spend

7.0x Purchase ROAS

1.08M People Reached

40,207 Link Clicks

€17.44 Cost / Purchase

€0.09 Cost / Link Click

2.28M Impressions

Purchases accelerated quarter over quarter

As the campaigns matured, cost efficiency improved sharply while purchase volume grew — evidence that ongoing optimization compounded results rather than just maintaining them.

Month	Purchases	Ad Spend	Cost / Purchase	Link Clicks
April 2026	53	€1,255	€23.68	14,320
May 2026	86	€1,295	€15.05	14,538
June 2026	78	€1,235	€15.83	11,349

From April to June, cost per purchase fell 33% (€23.68 → €15.83) while monthly purchases grew 47% (53 → 78) — a sign the account got more efficient and more productive at the same time, not one at the expense of the other.

Market-by-market breakdown

Market	Purchases	Ad Spend	Cost / Purchase	ROAS	Reach	Link Clicks
Spain (Barcelona + Madrid)	178	€2,533	€14.23	9.6x	352,428	18,852
Mexico (Mexico City)	39	€1,252	€32.10	1.9x	724,274	21,355

Spain was the standout performer on efficiency, converting purchases at less than half the cost of Mexico and returning €9.60 for every €1 spent. Mexico City’s larger, lower-cost media market meanwhile delivered the greatest reach and volume of link clicks of any city in the campaign — over 724K people reached and 21K+ clicks driven to the ticketing page — building a wide audience base for This Is Michael ahead of future on-sales.

Why This Matters for This Is Michael

• Purchases scaled efficiently: 217 tickets attributed to Meta Ads in one quarter, at a blended €17.44 cost per purchase and 7.0x return on ad spend.
• The secondary goals did their job: over 40,000 link clicks and 1.08M people reached kept the ticketing funnel full in both markets.
• Spain proved to be the most cost-efficient market, ideal for scaling budget toward Purchases.
• Mexico delivered the strongest reach and traffic, positioning the tour for stronger conversion as the audience warms up.

What’s Next

With Barcelona, Madrid and Mexico City campaigns still active through late 2026, the account is positioned to keep compounding on this trend: reinvesting in Spain’s efficiency while building on Mexico’s reach to convert a larger share of its audience into ticket buyers.

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Source: Meta Ads Manager delivery data, April 1 – June 30, 2026 · Sira Música — This Is Michael