Make the programme specific.
Connect professional certification to the audience’s work. Avoid vague promises that a course will automatically transform a career.
← All selected work83 raised their hands.
SELECTED WORK / SKILLHUBSREEJITH SUJITH
83 raised their hands.
12 signed up.
A 30-day Meta campaign for professional qualifications, followed through to reported admissions.
Get to the numbers ↓THE COMMERCIAL HEADLINEAED 20,400
Reported admissions value from 12 course sales at an average AED 1,700.
SKILLHUB / SELECTED RESULTSMy contribution Paid social campaign work and messaging for professional certification programmes.
01 / THE RESULTS30-DAY CAMPAIGN
AED 5,411.26Meta advertising spend
83Form leads recorded by Meta
12Admissions reported by the business
3.77×Reported admissions value / ad spend
83Form leads
12Reported admissions
AED 20,400Reported sales value
AED 65.20Advertising cost per form lead
AED 450.94Advertising cost per reported admission
14.5%Reported lead-to-admission rate
How to read the numbers +
Meta shows AED 5,411.26 in spend and 83 form leads. The business reports 12 admissions at an average AED 1,700. AED 20,400 is sales value, not verified cash collected or profit. The 30-day duration is business-confirmed. Exact calendar dates are not inferred from the campaign name. Fees and course delivery costs are excluded.
02 / THE THINKINGA COURSE NEEDS A REASON TO MATTER
Another course ad?
Give them a reason
to care.
SkillHub’s professional certification offer included HR programmes such as CHRP and CHRM. The marketing task was to make the qualification relevant to a working professional’s next decision.
I focused on a clear course offer and a simple enquiry step. The useful measure came later: how many enquiries became admissions and what those admissions were worth.
Keep the next step simple.
Use a direct enquiry route for people who want course details. Give the offer enough clarity to make that action meaningful.
Price the admission, not just the lead.
AED 65.20 per lead is only part of the story. At 12 reported admissions, the acquisition cost is AED 450.94 per admission.
03 / THE CAMPAIGN REPORTACTUAL META ADS EVIDENCE
04 / WHAT THIS SHOWSA COMMERCIAL VIEW OF LEAD GENERATION
The form got filled.
Did the course?
This case shows the value of joining campaign reporting with the business outcome. Spend, leads and admissions belong in the same conversation.
The campaign brought people into the conversation. The admissions team’s follow-up helped turn those conversations into course sales.
SREEJITH SUJITH / DUBAI
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