# LinkedIn Ads for Education: 21% Lower Cost | OVERTOP

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 # How an online university cut its cost per application by 21% by staying visible all year.

 The University of South Australia markets UniSA Online degrees to mid-career professionals. In 2021 it stopped advertising only in enrolment season and moved to an always-on LinkedIn program, with student stories at the top and practical reasons to enrol at the bottom.

  BusinessUniSA Online MarketAdelaide, Australia GoalDegree enrolments from working professionals                ## The results.

 Compared with its earlier campaign-led approach, before the switch to always-on, full-funnel advertising in 2021.

  
 - **21%**lower cost per application
- **Same**lead quality, with less retargeting needed
 
 Cost per application before and after the change in strategy. Self-reported by the advertiser and published by LinkedIn; results for other businesses will differ.

      ## The challenge.

 The University of South Australia, the state’s largest university with more than 37,000 students, offers fully online undergraduate degrees through UniSA Online. Its target students are mid-career professionals, people with jobs and families deciding whether to go back to study.

It had marketed on LinkedIn since 2018, mostly in bursts timed to enrolment. Competitors did the same, so every enrolment season turned into a crowded, expensive fight for the same attention.

             ## What they did.

 Always-on Video and Single Image Ads · A/B creative testing · Retargeting

  Switched to always-onFrom 2021 the university stayed visible all year instead of only in enrolment season, so prospects met the brand long before they were ready to apply.Found people open to learning[LinkedIn targeting](https://business.linkedin.com/advertise/ads/targeting) identified members open to education and upskilling, a signal few platforms can offer.Emotional first, rational laterStudent testimonials in [Video Ads](https://business.linkedin.com/advertise/ads/sponsored-content/video-ads) sparked interest at the top of the funnel; practical messages on flexibility and outcomes drove applications at the bottom.Tested and retargetedVideo and single image ads were A/B tested to improve creative, and people who engaged were retargeted toward applying.         ## Why it worked.

 Our read on the decisions behind the numbers, and what any business can take from them.

   Decisions take monthsGoing back to study is a big decision. Being present while people think it over made the university the obvious choice when they were ready.Warm audiences cost lessProspects who already knew the brand needed fewer retargeting ads to apply, which is where much of the saving came from.Real students persuadeHearing from someone in a similar situation is more convincing than a list of course features.Off-season is cheaperWhile competitors went quiet, the university built familiarity at lower cost, then converted it when everyone else was shouting.        ## How we would run this play for your business.

 You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our [linkedin ads management](/linkedin-ads/).

   Stay visible between peaksWe keep a steady base of brand spend running all year and add budget around your busy seasons.Use stories, then reasonsCustomer and student stories open the door; specific benefits and proof close it.Test creative continuouslyEvery month we compare formats and messages and move budget to the winners.Follow up across channelsPeople who engage on LinkedIn also see you in [Google search](/google-ads/) and email, so interest turns into an application or a call.        ## Who this play fits.

 You do not have to be an online university program to use the same approach. It is a strong fit for:

  
 - Colleges, universities and online programs
- Professional certifications and training
- Seasonal B2B businesses
- Services with a long decision process
- Recruiting and employer branding
- Any business that only advertises in its busy season
 
       ## Want results like these?

 Tell us about your business and your goals. We will show you where LinkedIn ads can bring you customers, and what it would take.

  [Start growing with LinkedIn ads](#audit) [Or call (704) 237-0707 ›](tel:7042370707)  [See how we run LinkedIn ads for our clients ›](/linkedin-ads/)

        ## More LinkedIn ads success stories.

  
 - [       Education and training **86%** lower cost per lead ### NowToBizness

 Read the story › ](/success-stories/linkedin-ads/nowtobizness/)
- [       Financial services **56%** lower cost per lead ### Alaan

 Read the story › ](/success-stories/linkedin-ads/alaan/)
- [       Software and technology **186%** increase in return on ad spend ### Smokeball Australia

 Read the story › ](/success-stories/linkedin-ads/smokeball-australia/)
 
 [See all LinkedIn ads success stories ›](/success-stories/linkedin-ads/)

 Results as published by LinkedIn in its University of South Australia customer story. Self-reported; results for other organizations will differ. Analysis by Victor Bubuioc, MBA, Digital Performance and Growth Expert, published October 10, 2026.