From Impressions to Registrations: Scaling Deminars with LinkedIn Ads

A high-impact A/B test that redesigned Credly’s paid search landing page form to filter out low-quality leads and boost conversion rates. By implementing a multi-step form, we improved audience segmentation, reduced cost-per-lead, and attracted more qualified B2B prospects.

Year
2025

Client
Credly

🔧The Challenge

Driving webinar sign-ups at the decision stage required cutting through ad fatigue and building trust quickly with our audience. We needed to determine which creative approach and sender persona—brand vs. individual—would best resonate with prospects and drive conversions. There was also limited awareness around what a "deminar" was, requiring ad messaging to both educate and convert within a short window.

🎯 The Objective

Our goal was to increase bottom-funnel engagement and drive registrations for Credly’s bi-weekly product webinars. We aimed to:

  • Educate prospects on how Credly simplifies digital credentialing.

  • Test whether message ads sent by a human (Jake) outperformed those sent by the Credly brand.

  • Identify the best-performing creative and format mix across message and video ads to inform future lead gen campaigns.

🔬 Campaign Overview

  • Message Ads: We tested sender variations to gauge audience response:

    • Jake, Lead Solutions Engineer at Credly (personal sender)

    • Credly, the organization’s official page (organizational sender)
      This A/B test was designed to evaluate which approach would better drive webinar registrations—human personalization or branded authority.

To drive webinar registrations for Credly, we launched a targeted bottom-of-funnel campaign on LinkedIn promoting bi-weekly group demos. These 30-minute sessions, hosted by a Credly solutions expert, gave an insider’s look into how the digital credentialing platform can support organizations’ badge issuance, performance tracking, and learner experience enhancements.

We executed the campaign using two creative formats:

  • Video Ads: We ran two variations:

    • A professionally produced product overview introducing the Credly platform

    • A short-form recording preview of the deminar experience

🧪 Results & Impact

Results & Insights:

  • Video Campaign (Credly – Decision Stage – Deminar Video Ad)

    • Impressions: 53,641

    • Clicks: 1,112

    • CTR: 2.07%

    • Total Spent: $12,132.28

    • The short-form deminar video ad drove significantly higher engagement, validating the use of educational previews for bottom-funnel conversions.

  • Message Ads Performance:

    • Jake Belcher Sender (Credly – Decision Stage – Deminar Message Ad)

      • Impressions: 15,182

      • Clicks: 472

      • CTR: 3.11%

      • Cost per result: $5.97

    • Credly Sender (Credly – Decision Stage – Deminar Message Ad – Credly Sender)

      • Impressions: 16,424

      • Clicks: 357

      • CTR: 2.17%

      • Cost per result: $7.53

The campaign successfully drove qualified webinar registrations by leveraging a mix of personalized message ads and product-focused video creatives. Testing two different senders in LinkedIn Message Ads revealed that the humanized approach—featuring Jake, a real Credly expert—consistently outperformed the brand-led version in both engagement and click-through rates. This insight helped validate that decision-stage prospects respond more favorably to direct, conversational outreach from individuals over organizations. Additionally, the video ads helped reinforce product value and ease of use, improving the credibility of the offer. Overall, the campaign provided valuable learnings that informed our broader lead generation strategy and future webinar promotions.