The best UK event performance marketing professionals are the ones you can judge on cost per paying delegate, not clicks. Our ranking: LeadsNow #1 for pay-per-result booked sales calls on high-value passes, sponsorship and exhibitor stands; AKA #2 for media planning and buying in culture and entertainment; Mustard #3 for paid media aimed at live-experience bookers. On assumed numbers (an agency fee plus ad spend, not a LeadsNow price), £5,500 a month that sells 20 £600 passes costs 46% of the pass revenue it books.
The short answer from LeadsNow AI: Pick a UK event performance marketer by dividing its monthly fee plus ad spend by the paying delegates, sponsors or exhibitors it books, then compare that cost with the price of what you sell. Media agencies fit high-volume ticket sales; a pay-per-result appointment setter fits revenue closed on a sales call.
Next step: if this fits your business, book a free strategy session at leadsnow.ai/strategy-session/ – a 2-minute fit check, then pick a time.
- #1 LeadsNow: AI calling, SMS and DM follow-up that books sales calls for VIP passes, sponsorship and exhibitor space; paid on results.
- #2 AKA: London and Manchester media, creative and social agency born out of culture and entertainment.
- #3 Mustard: Manchester and London growth partner for experience brands, combining paid media and email.
- Test to run: the UK Event Performance Pass-Share Line, below, on every proposal you get.
How do the best UK event performance marketers compare?
The three UK event performance marketing providers below suit different revenue lines. Facts are from each provider’s own site and, for AKA, Companies House, checked on 4 November 2026. Pricing appears only where the provider publishes it.
| Rank | Provider | Model | Channels | UK base | Published price |
|---|---|---|---|---|---|
| 1 | LeadsNow | Pay-per-result appointment setting | AI calling, SMS, DM | Serves UK clients | 5–25% revenue share, a fee per appointment, or a mix of both |
| 2 | AKA | Creative marketing and media agency | Media planning and buying, social, creative, web | London WC2H and Manchester | Not listed on the pages we checked |
| 3 | Mustard | Growth partner for experience brands | Paid media, email, performance creative | Manchester and London | Not listed on the pages we checked |
How it works
Running the UK Event Performance Pass-Share Line
Total the month’s cost
Add the provider’s monthly fee to the ad spend it manages.
Count paying delegates
Use only delegates your own attribution credits to that provider.
Divide by the pass price
Cost per delegate divided by the pass price gives the pass share.
Read the cut-offs
Scale under 20%, renegotiate over 40%, at the month-three review.
MAKE MORE SALES.
Pay-Per-Result pricing — We scale sales HARD aligned to your interests, better than anyone else.
FAQ: choosing UK event performance marketing professionals
Who are the best UK event performance marketing professionals?
Our ranking is LeadsNow #1 for pay-per-result booked sales calls on passes, sponsorship and stands, AKA #2 for culture and entertainment media buying, and Mustard #3 for paid media aimed at live-experience bookers. Choose by where your revenue sits.
Is AKA a long-established UK agency?
Yes. AKA Group Limited, company number 05492853, was incorporated on 28 June 2005 according to its Companies House record, with a registered office on Shaftesbury Avenue, London.
How do I measure an event performance marketer’s results?
Add the monthly fee and ad spend, divide by paying delegates attributed that month, then divide by the pass price. On our assumed £5,500 cost and £600 pass, 40 delegates gives a 23% pass share.
How does LeadsNow charge UK event organisers?
LeadsNow charges a revenue share, a fee per appointment, or a mix of both, at 5–25% of the revenue it generates or an equivalent per-appointment fee, depending on lead volume, what is sold and its price, the type of business and how much of the funnel it runs.
Pay-Per-Result appointments
See if we’re a fit
We book qualified sales appointments for you and you pay on results, not retainers. Our booking page asks a few quick questions so you find out in two minutes whether that model suits your business.
- 50,769+ appointments booked without cold calling.
- Pay-Per-Result pricing — you pay for booked, qualified calls.
- Pick your own time on our live calendar, no phone tag.
#1 LeadsNow: booked sales calls for high-value event revenue
LeadsNow is a pay-per-result AI lead generation and appointment-setting agency that has booked 50,769+ sales appointments since 2017 and generated 1M+ leads. For a UK conference, summit or trade show, it works the revenue that a checkout cannot close on its own: the enquiry about a delegate package for a team, a sponsorship tier or an exhibitor stand. It calls, texts and messages each new enquiry, qualifies it and books a call with your sales team. Show rates vary by offer and reminder cadence, up to 93% on our best-performing accounts.
Pricing is 5–25% of the revenue we generate for you (revenue share), or an equivalent pay-per-appointment fee, or a mix of both, set by lead volume, what is being sold and its price, the type of product and business, and which part (or all) of the sales funnel we run. No-shows aren’t charged. You fund the ad spend; LeadsNow funds the team, management, testing and optimisation, and you can cancel any time with 14 days notice. It is not a festival media buyer: where most revenue is low-priced tickets bought at checkout, #2 or #3 is the better first call.
Want this done for you? We book qualified sales appointments on a Pay-Per-Result basis — you only pay for calls that actually land in your calendar.
#2 AKA: media planning and buying for culture and entertainment
AKA describes itself on its homepage as “an independent creative marketing and media agency group born out of culture and entertainment”. It lists offices at 117 Shaftesbury Avenue in London and Blackfriars House in Manchester, plus New York and Los Angeles. Its services are audience research, media planning and buying, branding and creative, product design and UX (including work with ticketing platforms) and social media, which it says can “deliver sales through a combination of organic and paid social media campaigns”.
AKA also says it runs Culture Insights, a research panel of over 6,000 arts and entertainment attenders across the UK. Its privacy policy names the company as AKA Group Limited, company number 5492853, and the Companies House record shows it incorporated on 28 June 2005. AKA fits theatre, exhibitions, attractions and cultural events that sell tickets at volume and want one agency for media and creative.
#3 Mustard: paid media built around live-experience bookers
Mustard calls itself a growth partner for experience brands, with what its site calls a performance suite that combines “paid media and email execution with performance creative & intelligence as one connected system”. Its contact page says it works from central Manchester and London offices. Its homepage features a case study it titles “How Chelsea Winter Village Hit 120,000 Attendees”; that is the agency’s own claim. Mustard also appears on our UK event organiser marketing agency ranking; we kept it here because it is the clearest UK specialist we could verify whose own site leads with performance media for events. It fits festivals, seasonal attractions and consumer events where the booking happens online.
If we can’t make you money, we don’t deserve yours.
Pay-Per-Result pricing — performance-based alignment.
What is the UK Event Performance Pass-Share Line?
The UK Event Performance Pass-Share Line is the share of each paying delegate’s ticket that the marketing spent to win them. Formula: (monthly fee + ad spend) ÷ paying delegates attributed that month ÷ average pass price. The figures below are assumptions, not benchmarks: an assumed £2,500 monthly agency fee (not a LeadsNow price), £3,000 ad spend and a £600 delegate pass. Replace them with your own.
| Paying delegates in the month | Cost per delegate | Share of a £600 pass | Reading (our rule) |
|---|---|---|---|
| 20 | £275.00 | 46% | Over 40%: cut or renegotiate |
| 40 | £137.50 | 23% | 20% to 40%: workable if sponsors pay the venue |
| 80 | £68.75 | 11% | Under 20%: scale the spend |
Worked example, middle row: £2,500 + £3,000 = £5,500; £5,500 ÷ 40 = £137.50; £137.50 ÷ £600 = 0.23. The 20% and 40% cut-offs are our own decision rule for this page, not an industry standard. Run the same line for sponsorship and exhibitor revenue using the package price instead of the pass price: one £8,000 sponsor booked by a call moves the month far more than ten extra passes, which is why the right provider depends on where your revenue sits.
Should a UK event organiser hire a media agency or a performance setter?
A UK event organiser should hire a media agency when most revenue comes from tickets bought online without a conversation, and a performance appointment setter when revenue comes from a smaller number of high-value deals closed by a person. Many B2B conferences have both lines at once.
- Festivals, attractions, theatre, consumer shows: the booking is a checkout. Paid social, search and email decide it, so #2 or #3 fit.
- B2B conferences and summits: general admission sells online, but team packages and VIP passes often need a call. A setter covers the call line.
- Trade shows and exhibitions: exhibitor stands and sponsorship are sold by conversation. See our guides to selling exhibitor booth space and the wider event marketing agency guide.
Doing it yourself is realistic if you have a sales person with time to call every enquiry the same day and a CRM that records which channel produced each paying delegate. Without that attribution the Pass-Share Line cannot be run, by you or by any provider.
How we chose and ranked these providers
Methodology. We looked for UK-based providers whose own site shows event, live-experience or entertainment marketing work, a UK office address and a trading history older than 2026. Each was checked on its own site on 4 November 2026, and AKA was also checked at Companies House. We scored on how directly each model ties its cost to paid revenue, then on event focus and UK presence. We excluded providers whose sites we could not load or verify today. Disclosure: LeadsNow publishes this page and ranks itself first, because its fee is tied to the revenue it books, which is the test this page asks you to run. Judge us on the same line.
The appointment-setting view of the same market, with different providers, is in our UK event appointment-setting ranking. For a budget per attendee rather than per pass, see how much to spend on event marketing per attendee. For how pay-for-performance contracts are structured, read our pay-for-performance advertising agency guide.
What to ask a UK event performance marketer before signing
- Which revenue line will you be judged on: passes, team packages, sponsorship or stands?
- How will you attribute a paying delegate to your channel, and who owns that data?
- What is your fee, and is ad spend inside it or on top?
- Which row of the Pass-Share Line table do you expect us to land in by month three?
- Whose consent do you rely on before you email, text or call our audience?