Case Study: Grant Thornton Bharat achieves 3x improvement in lead conversion rate with LinkedIn Marketing Solutions

Grant Thornton Bharat’s LearninGT boosts lead conversion rate by optimising LinkedIn Ads

Grant Thornton Bharat’s learning arm, LearninGT, had used LinkedIn Ads sporadically since 2019 but believed the platform was the best way to reach its target audience. After ramping up activity in 2022 with support from the LinkedIn Ads team, they faced a challenge: broad targeting produced irrelevant leads and inflated Cost Per Lead, limiting conversion and ROI.

LearninGT refined messaging and creative (including people-focused imagery), tightened audience targeting to better match its Ideal Customer Profile using Skills and Seniority, and adopted Maximum Delivery bidding to let Campaign Manager optimise spend. The changes delivered a 15–20% increase in qualified leads, a 20% reduction in Cost Per Lead, a 3x improvement in lead conversion rate, and supported a 6x growth in LinkedIn Ads investment over three years.

Grant Thornton

Pradeep Pandey

Director