Building on the success of the campaigns we’ve run since 2020, the WEFTEC 2025 digital strategy sought to strengthen channel performance, refine targeting accuracy, and broaden digital reach.

CSG executed a comprehensive digital strategy leveraging Google SEM, Meta campaigns, Feathr retargeting, LinkedIn ads, addressable and competitive event geofencing, Reddit prospecting, email match, cart abandonment, and website retargeting.

The digital mix was optimized to prioritize historically strong channels, particularly Google Search and Meta, while reevaluating lower-performing tactics such as LinkedIn prospecting. Targeting efforts were refined to reach wastewater audiences, never-attended prospects, and drive-in segments, and frequent creative and messaging refreshes helped prevent ad fatigue, maintain relevance, and improve engagement.

The campaign also leveraged key milestone dates, including Super Saver and Standard Rates, to reinforce urgency, and incorporated a focused Expo Only push in the final six weeks to promote the value of the Expo Only pass.

Digital advertising drove 8,034 registrations, outperforming 2024 and 2023 by 41% and 25%, respectively. The campaign delivered 6.1M impressions, a $5.56 cost per conversion, and a $0.69 cost per click, reflecting improved efficiency across priority channels. With 18 individual campaign tactics contributing to performance, the mix—anchored by Google Search and Meta—drove higher-quality traffic and more conversions at a lower cost.