Meta Ads & SEO Case Study

How Riofos Generated ₹25 Lakh+ Revenue with 4.2x ROAS for 21BY72 Season 5

A high-performance Meta Ads and SEO campaign by Riofos that helped 21BY72 scale ticket sales, investor engagement, and startup summit visibility across India and globally.

Client
21BY72 — Angel Investment Network & Startup Summit

Industry
Events / Startup Ecosystem / Angel Investing

Service
Meta Ads + SEO

Timeline
Feb 2026 – May 2026

4.2x

ROAS Achieved

₹25L+

Revenue Generated

3,136

Leads Generated

1,000

Ticket Purchases

₹126

Avg. Cost Per Lead

₹596

Cost Per Purchase

Overview

21BY72 (www.21by72.com) is one of India’s leading angel investment networks that connects startups with investors through large-scale events, meetups, and summits. With participants from India, UAE, UK, Europe, and Africa, 21BY72 has built a reputation for bringing together startup founders, angel investors, accelerators, and incubators under one roof.

Their flagship event — the Global Startup Summit — is now in its 5th season, attracting thousands of attendees including startup founders, investors, corporates, and ecosystem enablers.

Success Story: ₹25L+ Revenue & 4.2x ROAS in 3.5 Months

Challenge

Drive mass ticket/pass sales for the summit across multiple audience segments (founders, investors, visitors, stall exhibitors)
Scale lead generation through paid campaigns while keeping cost per lead efficient
Build organic search visibility to complement paid efforts and drive long-term brand discoverability
Maximize revenue from ticket sales and stall bookings within a limited campaign window (Feb–May 2026)
Target startup founders, investors, incubators, accelerators, and startup ecosystem audiences
Generate measurable ROI before the summit launch

The key constraint: the event industry is highly time-sensitive — all marketing efforts needed to convert within a narrow 3.5-month window before the summit date.

Approach

Awareness campaigns targeting startup ecosystem audiences across India
Lead generation campaigns with segmented audiences & retargeting
Purchase campaigns optimized for ticket/pass conversions
Instagram engagement & link click campaigns for top-funnel growth
SEO-driven startup ecosystem content strategy
Speaker profile optimization for celebrity-driven search traffic
Retargeting campaigns for warm traffic & abandoned visitors
Conversion-focused creatives, landing pages & event offers

Results

Meta Ads Performance — Key Metrics

Metric	Value
Total Ad Spend	₹5,96,212
Total Leads Generated	3,136
Average Cost Per Lead (CPL)	₹126
Total Ticket/Pass Purchases	1,000
Cost Per Acquisition (CPA)	₹596
Total Revenue from Ticket Sales & Stall Bookings	₹25,00,000+
Return on Ad Spend (ROAS)	4.2x
Total Clicks	1,36,992
Total Impressions	63,35,009
Total Reach	39,77,231
Cost Per Click (CPC)	₹2.89
Click-Through Rate (CTR)	2.16%
Cost Per Mille (CPM)	₹62.54

Spend Distribution by Objective

Objective	Share of Spend
Lead Generation	70.2%
Awareness / Reach	8.6%
Purchases	19.5%
Other (Link Clicks, etc.)	1.7%

SEO & Organic Performance — Google Search Console (Jan 1 – May 26, 2026)

Metric	Value
Total Organic Clicks	4,234
Total Impressions	9,38,876
Unique Keywords Ranking	1,000+
Countries Reached	180+
Top Organic Page	Homepage — 1,585 clicks

Month-over-Month Organic Growth

Month	Clicks	Impressions	Trend
January 2026	88	3,966	Baseline
February 2026	1,187	3,98,322	🔺 1,249% click growth
March 2026	1,101	2,46,589	Sustained
April 2026	994	2,22,469	Sustained
May 2026 (partial)	1,286	1,45,316	🔺 Peak month

Top Organic Landing Pages

Page	Clicks	Impressions
Homepage (21by72.com)	1,585	11,888
Biggest Startup Events in India	242	11,531
Parul Gulati at 21BY72	219	3,19,998
Raj Shamani at 21BY72	170	52,732
Tech Startup Ideas	169	16,028
Startup Sectors in India	117	22,723
Global Startup Hub	102	2,413
Startup Companies in Chennai	97	17,126
Startup Investment Platforms	92	12,416
Aman Gupta at 21BY72	82	73,853

Top Ranking Keywords

Keyword	Clicks	Impressions	Position
21by72	938	1,514	1.47
21by72 startup summit	102	191	1.16
bharat startup summit 2026	27	1,808	3.48
developing india as a global entrepreneurship hub	19	242	3.12
upcoming startup events in india 2026	13	128	6.12
best platform to invest in startups in india	14	411	4.11
startup companies in chennai	11	3,700	1.97
angel investors in india	5	1,323	6.58
surat startup summit 2026	6	505	5.89
venture capital firms in india list	4	21	4.57

Geographic Reach — Top Countries (Organic)

Country	Clicks	Impressions
India	3,980	6,76,117
United States	54	1,27,834
United Arab Emirates	23	4,420
Canada	17	13,551
Indonesia	16	3,922
United Kingdom	13	16,524
Germany	9	4,452
Singapore	9	2,333

Key Takeaways

Audience segmentation improved lead quality and reduced acquisition cost
Retargeting campaigns delivered high-converting warm traffic
SEO created a long-term organic visibility engine
Speaker-focused content generated massive organic impressions
The campaign generated ₹25 lakh+ revenue with a profitable 4.2x ROAS
Meta Ads and SEO together built a scalable event growth engine

Combined Impact Summary

Channel	Key Result
Meta Ads	3,136 leads, 1,000 purchases, ₹25L+ revenue at 4.2x ROAS
SEO / Organic	4,234 clicks, 9.38L impressions, 1,000+ keywords, 180+ countries
Total Revenue Generated	₹25,00,000+
Total Ad Spend	₹5,96,212
ROAS	4.2x