The objective of this project is to use LinkedIn Sales Navigator and AI tools to design and test a paid search strategy targeting K–12 superintendents and directors of transportation in five key states—Ohio, Texas, Massachusetts, Arizona, and North Carolina. The campaign will position Go Together as a modern, safe, and cost-saving alternative to school bus service disruptions, offering families an immediate transportation solution at 50% of the traditional per-student cost. This project will help Go Together reach decision-makers at the moment transportation plans change and ensure districts are aware of a viable solution they can offer families immediately.

Learners are expected to design a high-conversion paid search marketing strategy using Sales Navigator audience data and AI-driven ad copy to reach decision-makers at the district level. The goal is to generate qualified leads for Go Together by promoting its carpool platform as a scalable K–12 transportation solution during bus service disruptions.



Learners will complete the following tasks:

• Research the target roles (superintendents and transportation directors) across five states using LinkedIn Sales Navigator.
• Develop and test AI prompts to generate persuasive, keyword-optimized ad copy tailored to decision-makers’ needs and pain points.
• Identify best practices in paid search campaign strategy, including ad structure, bidding, audience segmentation, and performance tracking.
• Design a mock paid search campaign including ad sets, keywords, targeting parameters, and expected conversion goals.
• Analyze data to recommend improvements to messaging, targeting, and campaign structure

Expected outcomes:

• Research best practices for AI-generated ad copy and keyword optimization.
• Identify behavioral patterns and priorities of target roles via LinkedIn insights.
• Develop AI prompts that generate compelling, conversion-driven search ads.
• Design a blueprint for launching and scaling targeted paid search campaigns focused on transportation leaders.

Expected deliverables:

• A written guide outlining recommended AI prompts and best practices for using AI in paid search marketing.
• A structured report summarizing LinkedIn audience insights and recommendations for targeting.
• Mock ad copy sets with targeted keywords and audience segments.
• A sample campaign plan including budget estimates, ad performance KPIs, and launch timing.
• Final presentation summarizing research, findings, and campaign proposal.