SaaS and software · 2024Acuity Risk Management
A 400% increase in webinar registrations, owned end to end
I did this in-house at Acuity Risk Management, not as a Basil Studio Co client engagement.
I joined Acuity Risk Management, a B2B risk management software company, as a digital marketing assistant. LinkedIn was the primary channel for reaching the security and risk management buyers the business needed, and it wasn't performing. I took ownership of the LinkedIn Ads account end to end, alongside a steady stream of blog and campaign copywriting.
Webinars were the business's main lead generation format, but registrations had plateaued. LinkedIn Ads, the obvious channel for reaching risk and compliance professionals, was being run without a clear structure, and there wasn't a consistent content engine feeding the funnel behind it.
What the engagement set out to do.
Take full ownership of the LinkedIn Ads account and rebuild it around actual registration volume
Build a repeatable process for turning each webinar into a paid campaign, not a one-off setup each time
Establish a regular blog and content cadence to support organic and paid demand together
Prove out a LinkedIn Ads structure that could be reused for every future webinar
4 phases, built in order.
Auditing the account
The existing LinkedIn Ads account had no consistent targeting logic and no clear read on which audiences and formats were actually driving registrations. I audited the account structure, targeting, and creative to find where the budget was actually going.
Rebuilding around registrations
Restructured campaigns specifically around webinar registration as the core conversion event, tightened audience targeting to the actual buyer personas attending, and tested ad formats and creative more systematically instead of running the same static setup each time.
Content and copywriting
Wrote and shipped a consistent stream of blog content and campaign copy, giving the paid campaigns something genuinely useful to promote instead of generic event reminders, and supporting organic reach in parallel.
Making it repeatable
Turned the process into something repeatable: each new webinar could be turned into a structured LinkedIn campaign quickly, instead of rebuilding the approach from scratch every time.
What actually changed.
- LinkedIn Ads run without a consistent targeting or campaign structure
- Webinar registrations had plateaued
- No repeatable process for turning a webinar into a paid campaign
- Content and paid media running separately, not reinforcing each other
- LinkedIn Ads rebuilt around registrations as the core conversion event
- Registrations up over 400% against the previous baseline
- A repeatable campaign structure reused for each new webinar
- A consistent blog and copywriting cadence supporting paid campaigns
Over 400% increase against the previous baseline
Webinar registration growth
A consistent stream of blog posts and campaign copy, sustained month over month
Content cadence
The registration increase came from treating LinkedIn Ads as a system rather than a campaign: consistent targeting logic, creative worth clicking on, and content behind it that was actually worth registering for. None of it depended on one clever campaign, which is why it held up webinar after webinar.
Photography from the finished work.
Want a system like this one for your business?
Book thirty minutes below. Tell me what's not working, and I'll tell you honestly whether I'm the right person to fix it.