Empty Tuesdays toa packed event calendar.
A Southtown craft brewery with great beer and dead weeknights ran a 90-day Meta ads sprint that took event bookings from 3/month to 19/month and dropped customer acquisition cost from $22 to $4.
- Client
- Brass Tacks Brewing Co.
- Industry
- Brewery & Taproom
- Location
- San Antonio, TX
- Year
- 2025
- Engagement
- Meta ads + landing page sprint · 90-day intensive, handed off
6.3x
Event bookings
3/mo → 19/mo
$4.10
Customer acquisition cost
down from $22
+$71K
Q4 revenue lift
vs. prior-year Q4
[ the situation ]
Where they started.
Brass Tacks has a stellar product — three medal-winning beers and a 180-person taproom with a kitchen. Weekends are great. Weeknights and Sundays were brutal. They'd tried trivia, run nights, open mics; attendance was 8-12 people.
They wanted to position the taproom as an event venue — birthdays, work happy hours, baby showers, small weddings — but the website said nothing about events and their Meta ads were boosted posts that converted strangers into nothing.
[ the problem ]
What was actually broken.
- No dedicated event landing page or inquiry form
- Meta ads were 'boost post' style with no objective, no audience strategy
- Pricing wasn't published — every inquiry became a 30-minute back-and-forth
- Existing creative was iPhone photos of half-empty rooms
[ our approach ]
How we thought about it.
01
Fix the destination before spending a dollar more on ads
Built a single, conversion-focused event landing page with three clear packages, real pricing ranges, and a one-step inquiry form.
02
Make the creative actually good
Two-day photo + video shoot during a real, full event we staged with 40 friends-of-the-brewery. 6 video assets, 22 stills, all licensed for ongoing use.
03
Stop boosting. Start running real campaigns.
Built proper Meta Ads campaigns with lookalike audiences from past event inquiries, interest stacks for HR coordinators, and retargeting for landing-page visitors.
04
Hand the keys back over
Client wanted this in-house long-term. We documented everything, trained the GM in two 90-minute sessions, and gave them a Notion playbook.
[ execution ]
What we actually shipped.
Week 1–2
Strategy + landing page
Package definition workshop, pricing decisions, copy + page build, inquiry form with Slack notifications.
Week 3
Creative production
Friday-night staged event, photo + video shoot, edit and delivery of full creative library.
Week 4–10
Ads + optimization
Three campaign types live, weekly creative rotation, daily budget management, A/B tests on hooks.
Week 11–12
Handoff
Two training sessions, Notion playbook, account ownership transferred, 30-day post-handoff Slack support window.
[ deliverables ]
- Event landing page + inquiry funnel
- 2-day photo & video production
- 22 stills + 6 short-form video ads
- Meta Ads Manager setup, 3 campaign types
- Lookalike + interest audiences built
- Notion playbook + 2 training sessions
[ the results ]
By the numbers.
| Metric | Before | After |
|---|---|---|
| Event bookings / mo | 3 | 19 |
| Customer acquisition cost | $22 | $4.10 |
| Inquiry → booking close rate | 31% | 58% |
| Weeknight covers | ~22/night | ~71/night |
| Q4 revenue YoY | — | +$71K |
[ after launch ]
We handed them the keys.
Status
○ Engagement complete
Cadence
No ongoing retainer
Scope
Client manages ads in-house using the playbook and creative library we delivered. We're on retainer for two campaign refreshes per year if requested.
“We were skeptical about the 'staged event' shoot. It ended up being the best money we ever spent — that one night of footage has run our ads for six months. The phone hasn't stopped.”
Andre Suarez
Founder, Brass Tacks Brewing
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[ keep results compounding ]
Add a Care Plan and we keep the wins coming.
Edits, SEO upkeep, and conversion work — from $50/mo.
[ 30-second start ]
Want results like Brass Tacks Brewing Co.?
Drop a one-liner about what you're trying to grow. Real reply within 1 business day.
→ Inquiring about: Brewery & Taproom