Ofsted Inclusion Campaign
Paid search · demand generation
A paid-search campaign built on Ofsted's new Inclusion judgement and run end to end — hook, asset, media, and measurement through to the CRM: 873 checklist downloads at ~£8 against a £20 target, and 25 organisations marketing-qualified at ~£259 against a conservative £2,000 target — creating up to £1.875M of pipeline value.
873
Asset Downloads
£8
Cost Per Conversion (Actual)
£20 budget
25
Meetings with Sales Booked
£259
Cost Per MQA (Meeting) (Actual)
£2,000 budget
£1.875M
Max Pipeline Value Created
£375k
Expected Revenue Closed
based on a conservative win rate
Problem
- In November 2025 Ofsted began grading every FE and apprenticeship provider on Inclusion — precisely the problem Cognassist solves.
- Overnight, thousands of providers had a new, named thing to worry about — and were searching for help with it.
- The opportunity: be the answer they found, capture who they were, and feed them into sales while the moment was live.
- The known trap with an Ofsted hook — the same search terms attract schools and academies Cognassist doesn't sell to, so undisciplined spend quietly buys the wrong audience.
Build
- Set the targets from unit economics first: average deal ~£25k per annum × 3+ year tenure = a typical opportunity worth ~£75,000. Even with a heavy dampener on the win rate for a light-touch, low-to-mid-intent audience, a £2,000 cost-per-MQA target (and £20 per download) still pencils comfortably.
- Built the asset: an Ofsted Inclusion Checklist, gated behind a form on a dedicated landing page.
- Ran the media: paid search on Google and Bing against Ofsted-inclusion terms at ~£40/day, January to August 2026.
- Wired the downstream: every downloader matched into the CRM, feeding sales visibility and seeding a follow-on outbound campaign — a download is the start of a journey, not a dashboard number.
- Layered on an AI-assisted influence analysis: verified conversions against analytics (not the ad platforms), classified all 776 unique downloaders by organisation type, and matched them to CRM qualification dates — counting an organisation only if it qualified after downloading.
Outcome
- Both targets beaten by multiples — 873 downloads at ~£8 vs £20 budget (2.5× better), and 25 organisations marketing-qualified at ~£259 per MQA vs £2,000 budget (7.7× better).
- At £75k typical opportunity value that is up to £1.875M of pipeline created, and even at a conservative win rate the campaign should still generate ~£375k in closed revenue.
- 14 influenced opportunities are already in play, and the downloader list seeded the outbound campaign behind 4 meeting requests.
- Measurement paid for itself twice — it caught Bing reporting zero conversions when it had actually driven 304 downloads at £12 (saving the channel from being wrongly cut), and it flagged that ~38% of downloaders were out-of-ICP schools, setting the next optimisation: school exclusions at the ad level.
The funnel
Ofsted Inclusion Checklist · end to end │ ├── 190,476 impressions # Google + Bing, Ofsted-inclusion search terms ├── 5,949 clicks # £6,467 total spend ├── 873 downloads # gated checklist · ~£8 blended vs £20 target ├── 161 organisations in CRM # downloaders matched to accounts ├── 25 marketing-qualified # ~£259 per MQA vs £2,000 target ├── £1.875M max pipeline value # 25 MQAs × £75k typical opportunity └── ~£375k est. revenue closed # at a conservative 20% MQA→win rate