WBS Training

From shutdown to visibility: An ads offensive during the COVID-19 pandemic

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About WBS Training

As one of Germany’s leading providers of professional development, WBS TRAINING has stood for quality, social responsibility, and digital education expertise for more than 40 years. Over 30,000 participants complete a training or retraining program each year in areas such as IT, SAP, HR, media, healthcare, or languages.

With more than 200 locations nationwide and a comprehensive online offering, WBS TRAINING is among the pioneers of digital education. Long before the pandemic, the company relied on hybrid learning models and flexible e-learning platforms.

When COVID-19 hit, this digital expertise became a decisive advantage: Within a very short time, WBS TRAINING successfully transitioned to a fully online training offering. This positioned the company not only as a crisis-resilient education partner but also as a digital pioneer shaping a new learning culture.

Step 1

The Challenge

When the COVID-19 pandemic reached Germany, WBS TRAINING had to act immediately. The goal: fully digitize and communicate the existing training offering — without losing trust, and with a clear, empathetic tone.

Sudden shift in demand

User search and information behavior changed abruptly. Topics such as “online learning” or “training from home” became central.

Time pressure & response speed

Media plans and campaign setups had to be adapted within just 72 hours to maintain visibility and reach.

Tone & messaging

Communication needed to inspire confidence without downplaying the situation — a balancing act between crisis communication and brand trust.

Structure & scalability

Existing Google and YouTube setups needed to be flexible enough for rapid adjustments to keywords, budgets, and creatives.

Step 2

Our Approach

In close collaboration with WBS TRAINING, WEVENTURE responded to shifting market conditions within 72 hours. The goal was to secure both performance and brand trust.

Performance response at record speed

Media and budget planning adjusted: Campaign budgets reallocated at record speed to meet increased online demand.
Google Ads restructured: New keyword clusters integrated around “e-learning,” “online training,” and “learning from home.”
Quality scores optimized: Updated ad titles and copy to increase relevance and CTR.
Rapid tests & learnings: Ongoing negative keyword updates and A/B tests to drive CTR improvements.

Communication & content

Hashtag campaign #trotzdemweiterbilden (“continue learning anyway”): Cross-channel message for crisis communication across the website, social media, and ads.
Landing page & Q&A section: Central information hub created with FAQs about training during the pandemic.
YouTube push strategy: Existing videos re-edited, sensitive scenes removed, and new emphasis placed on “safe online learning.”
Cross-channel consistency: Ads, website, and video content aligned to reinforce trust and continuity.

We Create Digital Leaders

Step 3

WEVENTURE delivers Results

Thanks to rapid action and close coordination with WBS TRAINING, strong digital performance was achieved in a very short time — despite challenging market conditions during COVID-19.

Video views

9× more YouTube impressions.

Website traffic

8× more clicks than before.

Additional results

Learnings

Key Insights

Speed is a success factor: Reacting within days can determine how a brand is perceived during a crisis.
Consistency in communication: Trust and orientation only emerge when ads, website, and social media share the same message.
Testing beats guessing: A/B tests and data-driven optimization quickly reveal what truly works.
Empathy boosts performance: A sensitive, positive tone led to higher CTRs and stronger brand affinity.
Strategic flexibility: Dynamic budget allocation and rapid adjustments maximized reach despite volatile markets.