Cosensa – Driving Direct Course Sign-Ups Through LinkedIn Advertising
Cosensa is a reputable training business offering remote and in-work face-to-face skills training throughout the UK and Ireland. They offer courses from communication and leadership through to project management, HR, and personal skills.
As a company, they provide certified and CPD-recognised training to professionals who want to boost their competence and career. Their clients include ambitious people through to experienced managers, who all look to better themselves and obtain competitive advantage.
The Challenge
Cosensa came to ExecuteConsult with a definite brief: generate applications for a suite of courses within a short time frame.
This wasn't a mass awareness effort or a slow-burning test of a brand. The client had a need for a legitimate means to reach individual professionals - individuals in careers where these skills apply - and turn interest into course registrations quickly.
The Solution
We developed a LinkedIn PPC campaign, customised to address individual professionals in specific industry categories and job roles. This differed from standard B2B campaigns addressing procurement or HR buying or decision-making individuals because this campaign was more about personal growth - positioning the courses as useful professional tools for the professionals themselves.
Targeting the Right Professionals
Utilising LinkedIn's advanced audience capabilities, we created a campaign to target specific individuals based on:
Job title and level of seniority (supervisors, team leaders, coordinators, managers, etc.)
Industry sectors addressed in the course material (public sector, healthcare, education, financial services, etc.)
Geographical location to align face-to-face course locations and distance eligibility
Career development interest indicators (users who had interacted with learning material or followed training providers)
This meant we were writing to the individuals who would gain personally from attending - instead of gatekeepers or company contacts.
Personal Value Ad Creative
We created ad copy and imagery around personal value:
"Advance your career with professional training"
"Certify. Build confidence. Perform better at work."
"Limited seats available – sign up today and reserve your spot."
The tone was friendly, inspiring, and action-focused. Several creatives were tested and tweaked throughout the campaign in an effort to drive best engagement.
Conversion-Focused Landing Pages
To be commensurate with ad traffic, we collaborated with Cosensa on developing their course landing pages:
Short and benefit-led
Had clear prominent pricing, dates, and expectations
Mobile-optimised with easy-to-use app forms
Built for fast, low-friction sign-up
Each campaign tracked directly to the matching course page, with UTM tracking to measure performance and optimise in real-time.
Agile Management and Optimisation
As the campaign was time-sensitive in its nature, we tracked performance intensely:
Daily check-ins on spend, CPCs, and conversions
Bid optimisations by best-performing audience segments
Suspending underperforming adverts and shifting budget to best-performing cohorts
This meant that every pound spent was making its contribution to driving enquiries.
The Outcome
In just two months, the campaign achieved:
38 direct course applications from targeted professionals
Strong engagement rates and consistent traffic from high-fit audiences
A replicable ad framework Cosensa can now use for future course promotions