The 12-Week MBA

Background

The 12-Week MBA, delivered by Abilitie in partnership with TED, is an executive education program from Texas. It packs the core of a traditional MBA into 12 weeks online, covering finance, strategy, marketing and operations for people who already work full time. Participants get the business thinking of an MBA without two years out of their career or a six-figure price tag.

Brief and scope

The 12-Week MBA needed to grow enrollment across the US, the UK, Ireland, the UAE, Saudi Arabia, Qatar and Singapore. The program chose AlCaz Media as its PPC agency in Dubai to run the full funnel: acquisition strategy, Google Ads, Facebook Ads, LinkedIn Ads and ChatGPT Ads, conversion-optimized landing pages, and ad creative and copy for every channel.

Deliverables

We started with the strategy: who the program is for, what makes them act, and which channels reach them at the right moment. From there we designed the landing pages and produced the video, static creative and ad copy for every platform. Campaigns launched on Google Ads, Facebook Ads, LinkedIn Ads and ChatGPT Ads, which gave the 12-Week MBA an early position on one of the newest ad platforms available.

Key outcomes from our partnership with the 12-Week MBA:

• Growth strategy: We ran a demand analysis by country, keyword volume, competitor analysis and persona alignment before launch, then built a full-funnel acquisition plan with the channels, messaging and budget for each market.
• Geo testing: We tested demand city by city and country by country, from Austin and the wider US to the UK, Ireland, Poland, Portugal, Austria, the UAE, Saudi Arabia, Qatar, Jordan, Istanbul and Singapore, to find where qualified leads cost least.
• Creative and copy: We wrote the landing page copy, the ads for Google, Facebook, LinkedIn and ChatGPT, and the video scripts, each tailored to its platform and funnel stage and refined around what produced the most qualified leads.
• Video and static production: We produced 18 or more video ads, hiring models and renting a studio for the shoot, and designed 35 or more static creatives for every market we tested.
• Landing page: We designed a conversion-optimized landing page with a WhatsApp AI agent and a progressive form synced to HubSpot, hosting the homepage video we produced. It is live at apply.12weekmba.com.
• Audience targeting: On LinkedIn we reached senior, manager, director and VP-level professionals and excluded companies under 50 employees and non-target titles. Our Facebook and Instagram ads combined MBA, postgraduate and career development interests with 1% lookalikes of HubSpot MQLs, SQLs and opportunities. On Google we ran country-level search on terms like "mini MBA" and "MBA classes online", plus Performance Max for acquisition and retargeting.
• Reporting: We ran weekly performance reviews focused on lead quality and cost per qualified lead, and fed the findings straight back into targeting, creative and budget decisions.

Results

Our work for the 12-Week MBA ran as one connected system: a clear strategy, Google Ads, Facebook Ads, LinkedIn Ads and ChatGPT Ads, landing pages built to convert, and creative made for each channel. Between April and August 2026 the campaigns generated 2,298 leads and 404 completed applications, a 17.5% application rate, and 1.9% of leads converted into paid enrollments. Read how the same approach filled intakes in the UPEI case study, or see more of AlCaz Media's work in higher education marketing services.