Project Scope
Role: Creative Direction, Copywriting
Key Deliverables: Paid Ads, Video Ads
Overview
CompTIA AI Essentials is a course designed to demystify artificial intelligence (AI) for early IT professionals and tech-adjacent learners. It aims to develop skills in basic AI fundamentals, providing learners with a competitive edge. The course is not a job-role-based certification, but includes a digital competency certificate badge/credential hosted on the CompTIA Learning platform.
Objectives
Promote CompTIA’s foundational AI course to alumni and new audiences. The campaign will focus on upselling and retargeting alumni while leveraging broad targeting to attract net new customers. Spotlight CompTIA’s role as a trusted guide for career changers/seekers, emphasizing accessible pathways to transition into tech for the Career Intent audience.
1. Paid Social: Meta & Instagram
Performance: Achieved a massive 19.3 ROAS.
Cost Efficiency: Achieved a $9.50 Cost Per Acquisition (CPA).
Creative Insight: Video ads outperformed static images, driving the majority of conversions.
Audience: The "Retargeting" audience was the strongest, delivering the highest engagement and lowest CPA.
Meta Video
Caption (Main Text): AI Essentials will turn your curiosity into practical power. A step-by-step course to boost your value. Enroll now!
Title: Future-Proof Your Career
Description: Upgrade Your Work with AI
CTA: Explore Now
Transcript: "You're not going to lose your job to chat GPT. You're gonna lose your job to another developer that uses chat GPT. If you're not understanding how this will work, people are going to pass you by."
Theme: Empowering career
Main Text: Don’t let AI pass you by. Show your competency in AI skills with our AI Essential course. Secure your spot now!
Card 1: Headline: Where could AI take you? | Description: Explore the next step
Card 2: Headline: Practical AI skills | Description: Apply them everyday
Card 3: Headline: Hands-on skills, zero jargon | Description: Learn fast, apply faster
Card 4: Headline: Move First—Start AI Essentials | Description: Tap to begin
CTA: Explore Now (for all cards)
2. Google Performance Max (PMax)
Performance: Delivered a 10.12 ROAS.
Engagement: Maintained a 6.12% Click-Through Rate (CTR), which is well above industry averages.
Insight: PMax was critical for capturing "high-value sales," resulting in profitable higher-ticket conversions.
PMax Video 1
Transcript: "There's a saying out there that AI may not take your job, but someone who knows how to use AI might. And for us, we are all about helping you become that person that knows how to use AI. Not just what a chatbot is or what generative AI is, but how to structure complex interactions with AI that boost your productivity and make your work exceptional."
PMax Static Assets
Headlines
1. Boost productivity with AI.
2. Step into the world of AI
3. Learn AI and get that edge
4. AI for Career Changers.
5. Make AI your career edge
Long Headlines
1. Unlock AI’s power to work smarter, not harder. Enroll in AI Essentials today.
2. Become the go-to for AI on your team. Learn practical AI operations now with AI Essentials.
3. Get ahead with AI. Master real AI skills with our Essential course now.
4. AI Essentials makes AI useful for any profession. Enroll today and unlock new opportunities!
5. Gain the confidence and skills needed to leverage AI in your career with AI Essentials.
Descriptions
1. Stop grinding. Let AI handle the boring bits while you build breakthrough work.
2. AI Essentials turns everyday tasks into AI wins—simple, clear, and actionable.
3. Stay ahead with insights into emerging AI trends and innovations. Enroll now!
4. Master AI skills to boost productivity and stand out at work.
5. Be the expert who knows how to leverage AI for success.
3. LinkedIn – Brand Awareness
Engagement: Achieved a 2.84% CTR, which is strong for LinkedIn (where benchmarks are often below 1%).
Video Performance: Video ads achieved a 21.4% Video Completion Rate (VCR), proving the content held viewer attention.
Strategy: While LinkedIn didn't drive direct sales, it fueled the remarketing pools that converted on Meta and Google.
Theme: AI is for everyone
Main Text: AI isn’t just for coders. CompTIA AI Essentials makes it easy to learn & apply—no tech background needed.
Card 1: Headline: Is AI just for experts? Swipe to Find Out
Card 2: Headline: AI skills anyone can use in any job
Card 3: Headline: Learn AI fast - turn concepts into daily wins faster
Card 4: Headline: AI Essentials can make it happen.
CTA: Explore Now (for all cards)
Social Shorts & Reels
Transcript 1: "The Essential series is all about skills that are important for anybody, no matter what their job is to be successful. In today's modern workforce, we all need to know how to collaborate effectively with AI, how to use data tools in simple ways, how to be better at project management, how to communicate effectively. Those are universal skills and that's what the essential series is all about. For us, it's a critical step in every learner's journey in their career."
Transcript 2: "A lot of people think that IT workers are the only ones that need to concentrate on AI skills. But really, every business in every industry needs all of their workers to build their AI skills. Every career is becoming more technical and so understanding this new technology is more important than ever. And the good news is people can access training from wherever they are."
Results
Overall Campaign Efficiency: Achieved a 9.96 Blended ROAS across all channels.
Total Revenue Impact: Generated over $470,000 in revenue during the launch period.
Conversion Volume: Drove 2,000+ total conversions in just two months.