Case Study: London Business School achieves 2x ad CTR and cuts cost-per-lead with LinkedIn Marketing Solutions

London Business School fuels the funnel with multiple ad formats

London Business School needed to build awareness and preference and grow a high-quality lead pipeline for its Masters in Financial Analysis program in a market with a long consideration cycle. The school’s challenge was to increase salience and share of voice beyond its usual bottom-of-funnel focus so prospects would see multiple touchpoints before being invited to convert.

They ran a multi-format LinkedIn campaign—targeting by field of study, experience and geography—using Sponsored Content and Text Ads to build frequency and Message Ads plus Lead Gen Forms for direct response. The approach increased ad exposure frequency 10x, more than doubled Message Ads’ CTR to 9%, lifted Lead Gen Form completions by 17% among those exposed to multiple formats, and cut cost per lead by 9% (60% below benchmark).

London Business School

Stuart Aplin

Head of Acquisition Marketing