Kubicle Paid
Social Campaigns
LinkedIn campaign for
professional learning, free-tier acquisition
and B2B AI training.
Client: Kubicle
Sector: SaaS: Professional learning / AI, data and business skills
Channels: LinkedIn
Outputs: Statics, carousel, video
Role: End-to-end LinkedIn campaign ownership: strategy, audience planning, creative production, campaign setup, optimisation, reporting and analysis
Results: 0.92% CTR against a 0.44% LinkedIn benchmark
Overview
Kubicle provides professional training in AI, data, finance, Excel, Python, SQL and business intelligence. The campaign work covered two acquisition routes: free-tier sign-ups for individual professionals, and B2B campaign creative promoting AI training for teams and employers.
The challenge was to create paid social assets that felt credible for professional audiences, rather than generic online-learning ads.
Campaign Structure
Free-Tier Acquisition
Audience: individual professionals
Objective: drive traffic to the free-tier sign-up page
Message focus: data skills, finance, consulting, Python, Excel, career progression
B2B AI Training
Audience: employers, L&D teams, business decision-makers
Objective: drive traffic to AI training page
Message focus: workforce readiness, AI capability, professional upskilling, team training
Personas- Free Tier
Kubicle’s existing creative leaned toward offer-led messaging, platform features, course access, sign-up prompts, placing it visually and tonally alongside general learning platforms like Udemy or Coursera.
For the free-tier campaign I shifted that positioning deliberately, framing Kubicle closer to professional training providers like UCD Professional Academy and the Digital Marketing Institute, where the value proposition is career credibility rather than course access. Creative and messaging were built around a single core persona: professionals in finance, consulting, and analytics who were actively looking to move into better roles and saw data skills as the qualification that would get them there.
The assets shown were produced within a wider set of variations addressing finance, consulting, and analytics professionals, mixing typography-led posts, photography, data visualisations, carousels, and video within a single consistent visual system. Messaging addressed the professional anxiety of the persona directly rather than leading with the platform
Assets
B2B AI Training Campaign
The B2B campaign shifted the focus from individual sign-ups to organisational training. The creative needed to speak to employers and teams, with messaging around AI readiness, workforce capability and practical business skills.
The B2B campaign shifted the message from individual learning to organisational capability, focusing on practical AI adoption, employee training and business use cases.
Personas
The B2B campaign addressed a different persona : managers, team leads, and business owners responsible for organisational capability rather than their own career progression. The central pain points were framed as improved team efficiency, and as a capability gap they were already aware of in their team. “Your team is already using AI. But not consistently.” named that problem directly, framing unmanaged AI adoption as a business risk rather than an opportunity missed.
Supporting messaging addressed the value of AI training, operational consequences of inconsistent output, manual processes that should be automated, and slower execution than competitors. This gave decision-makers concrete reasons to act rather than generic arguments for training investment.
Assets
Assets - Video
Free-Tier Acquisition
- 645K impressions
- 5.9K landing page clicks
- 0.92% CTR
- €0.12 CPC
The Free Tier LinkedIn campaign generated 645K impressions and 5.9K landing page clicks from €720.85 in spend.
The campaign achieved a 0.92% CTR, performing above common LinkedIn Sponsored Content benchmarks, which typically sit around 0.44%–0.65%. Average CPC was €0.12, indicating highly cost-efficient traffic to Kubicle’s free-tier sign-up journey.
Performance was strongest around broad data-skills messaging. The top-performing ad, “Big Data is at the Foundation of all Megatrends” generated 4,071 clicks at a 1.18% CTR, suggesting that the clearest entry point for this audience was the general professional need to build data capability.
The campaign was optimised for website visits, so results are presented as traffic performance rather than attributed free-tier sign-ups.
B2B AI Training
- 53.9K impressions
- 490 landing page clicks
- 0.91% CTR
- €4.08 CPC
The B2B AI training campaign generated 53.9K impressions and 490 landing page clicks from €2,000.01 in spend. The campaign achieved a 0.91% CTR, performing above common LinkedIn Sponsored Content benchmarks, which typically sit around 0.44%–0.65%. Average CPC was €4.08, indicating efficient traffic delivery for management level targeting.
Performance was driven almost entirely by static creatives. The strongest message focused on structured, role-specific AI training applied to real business tasks, generating 408 clicks at a 1.18% CTR and €3.79 CPC. Video assets were produced, but delivery was too limited to draw performance conclusions.
The campaign was optimised for website visits, so results are presented as traffic performance rather than attributed leads or demo bookings.
LinkedIn Performance Context
The Free Tier campaign used broader professional-skills targeting and produced high-volume, low-cost traffic. The B2B AI Training campaign targeted a narrower, more commercially valuable audience, including management and decision-maker segments, which resulted in higher media costs. Despite the difference in CPC, both campaigns achieved almost identical CTRs: 0.92% and 0.91%.