increase in leads
daily budget investment vs start of campaign
About the Alex Howard LinkedIn Case Study Case Study
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About the client and the brief
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What we delivered
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The results
Therapeutic Coaching is a professional training program and the next evolution of modern therapy. They run courses in psychotherapeutic techniques and coaching skills, and their students work towards an internationally recognised qualification.
With Google Search already providing a consistent number of monthly leads, Therapeutic Coaching wanted to expand their reach and increase career guide downloads for high quality candidates. With job roles and industry being key to lead quality, it was decided to test LinkedIn.
Targeting and messaging was tailored to the specific job roles that were likely to be interested in the courses. Collaborating with the client, we identified two core segments – therapists looking to become coaches, and coaches looking to become therapists.
As well as job title targeting including licensed mental health practitioners, we utilised the group memberships available on LinkedIn to reach practitioners of key therapeutic methodologies. A robust test and learn system was implemented for creative messaging which allowed us to optimise towards the best performing ad copy and imagery. The two core audience profiles preferred very different approaches, so this was key to the success of the campaign.
Using a dedicated landing page, we were able to gain additional insight into cookie consent levels, accurate lead volume data and the subsequent value of purchases which gave us an overall return on ad spend and built confidence to increase the visibility of the campaign.
Within 6 months of launch, we had repeatedly scaled budgets and eventually exceeded what we were spending on Google Ads due to successful results. Internal data highlighted a higher quality of leads from LinkedIn, with users more likely to subscribe to a course, and therefore the plan is to continue scaling through additional targets such as custom audience lists and location expansion.
Quote From Client
“We’ve been working with Distinctly now for a couple of years, and following the successful launch of Therapeutic Coaching on Google Ads with them, we felt confident that LinkedIn would follow suit. We’re delighted with the results so far and plan to continue scaling investment in this channel.”
Alex Howard, co-creator of Therapeutic Coaching
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