Client Overview
Glasgow Caledonian University (GCU) offers Graduate Apprenticeships designed to bridge the gap between education and employment, helping businesses upskill their workforce.
Objective
GCU needed a highly efficient lead generation strategy that would engage decision-makers while minimising acquisition costs. With LinkedIn phasing out key ad formats (Conversation Ads and InMail), they required a new approach to maintain lead quality and cost efficiency.
Strategy
Curated Digital implemented a targeted LinkedIn paid media strategy, optimised audience segmentation, and developed high-performing ad creatives to maximise lead generation at a lower cost.
Execution
- Discovery & Audience Insights: Identified key decision-makers across HR, L&D, and senior leadership roles using LinkedIn insights and search intent analysis.
- Creative & Media Planning: Shifted from Conversation Ads to high-impact image ads and in-platform LinkedIn lead forms, improving lead capture and engagement.
- Paid Media Optimisation: A/B tested creatives, refined job-role targeting, and dynamically adjusted bids to prioritise high-value prospects.
- SEO & Content Strategy: Optimised landing pages and organic content to align with ad messaging and improve conversion rates.
Results
✅ 2.5% increase in LinkedIn leads
✅ 70% reduction in cost-per-lead
✅ 35% of leads in C-suite roles
GCU successfully adapted to LinkedIn’s evolving ad landscape while improving lead quality and efficiency.