Transforming Paid Acquisition for CIPD
We restructured and optimised CIPD’s paid acquisition strategy across Google, Bing, Meta and LinkedIn to drive more conversions and improve budget efficiency.
Who is CIPD
The Chartered Institute of Personnel and Development (CIPD) is the professional body for HR and people development. Established over 100 years ago, it supports 160,000 members globally by providing resources, qualifications, and networking opportunities to advance the HR profession. CIPD champions better work and working lives, focusing on improving organisational performance and promoting inclusive, responsible, and sustainable practices. It offers various tools and guidance for HR professionals, managers, and students to help them succeed in their careers and positively impact workplaces.
The Challenge
CIPD is the UK’s leading body for HR professionals, but their paid acquisition channels weren’t delivering as they should. Google Ads performance was slipping, impression share was down, and cost per click was rising. Their Google Ad Grant account was underused, and other channels like Meta, Bing and LinkedIn weren’t contributing enough to overall growth. The team needed a more joined-up strategy, one that would improve targeting, messaging and spend efficiency across platforms. With membership signups and content engagement being key goals, the challenge was to unlock more value from their media spend and build a foundation for sustainable growth.
The Results
CIPD is the UK’s leading body for HR professionals, but their paid acquisition channels weren’t delivering as they should. Google Ads performance was slipping, impression share was down, and cost per click was rising. Their Google Ad Grant account was underused, and other channels like Meta, Bing and LinkedIn weren’t contributing enough to overall growth. The team needed a more joined-up strategy, one that would improve targeting, messaging and spend efficiency across platforms. With membership signups and content engagement being key goals, the challenge was to unlock more value from their media spend and build a foundation for sustainable growth.