Since contextual advertising, advertisements in industry publications and mailings have already been used by the client, VK advertising was chosen as a tool to attract attention to events. However, due to the thematic specifics of each exhibition, as well as the specifics of promotion in the B2B segment, it was necessary to plan each campaign with precision in such a way as to ensure not only targeted actions (exhibition registrations) with a reasonable CPL, but also coverage. Joining communities did not appear in the KPIs, but they were a nice bonus. Thanks to well-chosen targeting groups, advertising settings, catchy advertising messages and the use of various formats, we were able to show results better than planned, as well as maintain high metrics of recognition of exhibitions among the target audience.