We can’t spend $300 on every show. Does each show need its own ad money?

I usually put the money behind the venue, with a venue-branded what’s on carousel that has five or more upcoming shows on it. You’re leading with your venue and your name rather than the artist, you get five-plus shows into one ad, and depending on the ticket price and what you need back, it costs a lot less than one ad per show. People like having a browse too, so they tend to get more engagement :)

If your artists run their own ads too, have the conversation up front, and put it in the marketing document you send each promoter or artist, so everyone knows what the venue does and what they do. The venue might boost the post when the show’s announced, and if it hasn’t sold out ten days out, put up another ad with a bit more urgency, coming up or next week, while the artist runs their own ads in between.

The venue can have ads on all the time too, but those work best as the venue-branded ones, with the per-show advertising left to the artist.