Professional Training Provider: 11.7X Return
Roughly 11.7X blended return in five weeks, up from 7.7X on Google alone.
The before and after
7.7X on Google alone
~11.7X across both channels
Bookings disappearing into 'direct'
Every booking traced to the ad that caused it
~30% platform norm
43.3%
The fuller story
A long-established training provider with a brilliant reputation and a booking system nobody could measure. Google was working, but it was hard to prove, and LinkedIn wasn't being used at all.
Once the tracking was fixed, we added LinkedIn with three types of creative. Then we added something the business hadn't pushed before: group offers for teams.
The situation
A training provider selling open courses and in-house programmes. Google Ads were ticking over on their own, LinkedIn had never been tried properly, and there was no way of telling which channel was actually producing bookings.
What we did
We ran Google Search on high-intent course terms alongside LinkedIn, including Sponsored Messaging straight into the inbox of the exact decision makers. Conversion tracking rebuilt so every booking was attributed back to the ad that caused it, not to 'direct'.
The result
A blended return of roughly 11.7X across both channels in five weeks: 20 courses booked and tracked online sales well into five figures. The Google-only month before that had run at 7.7X, so adding the LinkedIn layer lifted blended performance by more than half. Sponsored Messaging opened at 43.3% against a platform norm nearer 30%.
Why it worked
James's read on what actually moved the numbers.
The tracking had to come first
Bookings were showing up as 'direct'. Until that was fixed, nobody could say whether Google or LinkedIn was earning its money. The 7.7X to 11.7X comparison only means something because of that work.
Authority sells training
Buyers are trusting someone with their confidence, or their team's. The advertorial led with why this trainer is worth trusting. That's a better opening than a discount code.
Offers lift return, not just volume
Group offers changed the maths of every booking. Same ad spend, bigger orders. When you only look at cost per click you'd never find that lever.
Who we targeted
Google Search on high-intent course terms.
LinkedIn targeting of the exact decision makers who book training.
Sponsored Messaging straight into those decision makers' LinkedIn inboxes.
Creative angles
The exposé advertorial
A news-style article ad built around the authority of the lead presenter: years of experience, thousands trained, the organisations that have sent people.
Why it worked: People are nervous about choosing a speaking coach. A story about the trainer builds trust before anyone clicks, so the course page only has to confirm what the ad already said.
The POV, exposé and advertorial formats behind this campaign, broken down so you can copy the structure for your own buyers.
Steal the 4 ad formatsPOV images
Images showing the moment people dread: the sweaty palms before a presentation, the nervous trainer in front of a room.
Why it worked: Nobody buys public speaking training because of a course outline. They buy it because of that feeling. Showing the feeling gets the scroll to stop.
A message about their biggest fear
Sponsored messages asking decision makers what their biggest fear is about speaking or presenting.
Why it worked: A question is easy to answer. It opened at 43.3% because it read like a person asking, not a brochure.
Hi Sarah, quick one.
What's the one thing that worries you most when you have to present to the board or a big room?
Just tap a reply below. I'll send you the one thing we teach that fixes it.
Bulk group offers
Partway through, we introduced group offers for teams and pushed them hard across the ads.
Why it worked: One booking that brings four people is worth far more than one person. This is how we raised volume and return together instead of just buying more clicks.
Turn your trainer's authority into a news-style advertorial, then put your group offer on it.
Build your exposé ad
How the funnel worked
- Step 1
Google Search or LinkedIn message
- Step 2
Course page
- Step 3
Online booking
- Step 4
Booking attributed back to the ad that caused it
What you can take from this
Fix tracking before judging channels
Conversion tracking was rebuilt so bookings stopped showing up as 'direct'.
Add a layer, don't replace one
Google alone ran at 7.7X. Adding LinkedIn lifted the blended return to roughly 11.7X.
Messaging works when the list is tight
Open rates well above the norm came from messaging only the exact decision makers.
Run this play yourself
Free guides, playbooks and tools covering the exact strategy and sector behind this case study.
Every LinkedIn format explained, including when Sponsored Messaging earns its keep.
Read itGuideWhy GA4 credits LinkedIn bookings to 'direct', and how to fix it before judging any channel.
Read itRead nextWhich channel actually gets more B2B leads, and why the honest answer is usually both.
Read itFree toolFree pack that stops course-term spend leaking to jobseekers and students.
Read itFree toolBuild your own exposé advertorial like the one that worked here.
Read itGuideThe advertorial and POV formats in this campaign, explained so you can copy them.
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