Combining Message Ads with frequency-building Sponsored Content and Text Ads doubled clicks, cut cost per lead (CPL) and gave the school greater control of a high-value pipeline. The Challenge • Increase brand awareness and preference for London Business School • Build a healthy pipeline of leads for the Masters in Financial Analysis programme • Strengthen Share of Voice (SOV) throughout the consideration journey Why LinkedIn? • Targeting capabilities ideally suited to London Business School’s marketing segmentation model • Multiple ad formats to address different stages of the funnel The Solution • Targeting by field of study, years of experience and geographic location • Sponsored Content and Text Ads to increase frequency and build awareness • Message Ads to target the bottom

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