# Sched: Full-funnel paid media plan

A full-funnel paid media plan for Sched: search, social and community ads in month 1, then retargeting from month 2 to turn visits into sign-ups.

- Industry: B2B SaaS
- Services: Paid media, Marketing Strategy
- My role: Planned the paid media program
- Audience: Event organizers
- Tools used: Google Ads, LinkedIn Ads, Meta Ads, Reddit Ads, Quora Ads, Gartner Digital Markets, HubSpot
- Case study page: https://dilosan.com/work/sched/

## The brand

Sched helps event organizers build and share conference and festival schedules. It competes with tools like Whova, Eventbrite and Bizzabo.

## Why

In a crowded market, Sched needed a plan that reached event organizers at every stage, from first look to sign-up.

## How

1. Month 1: Google search and Performance Max ads on high-intent keywords.
2. Alongside it: native ads on LinkedIn and Facebook to ABM contact lists, ads in Reddit and Quora communities, and Gartner buyer-intent data.
3. Month 2 on: retargeting people who visited, with case studies, testimonials and product proof.

## Step by step

1. **The whole plan.** A full-funnel plan: cold layers in month 1, retargeting from month 2. Pick a step, or drag and zoom to explore.
2. **Month 1: get on the radar.** Google search and Performance Max on high-intent keywords, plus native ads on Facebook and LinkedIn to ABM contact lists.
3. **Reach the communities.** Ads in Reddit and Quora communities where organizers talk, plus G2 buyer intent through Gartner.
4. **Month 2: win them back.** 90-day retargeting with case studies, testimonials and proof, aimed at the objections that stop a sign-up.

Work by Dilosan Ravindran. Contact: hey@dilosan.com