Company Objectives
The client sets the following goals:
- Minimize the cost of acquiring new registrations — i.e., job seekers.
- Attract HR specialists who will register and look for qualified employees.
- The more active resumes and users on the site, the more likely HRs will search for candidates here.
- As the number of job listings increases, some companies will want to find employees faster. In that case, they can:
- Promote their job postings to the top on the website for a fee,
- Advertise them via separate posts on Meta.
The Role of PPC Advertising
PPC helps fulfill the first goal — attracting new registrations.
Registration channels:
- Calls to the call center,
- Leads from Meta,
- Manual registrations on the website.
Language Strategy
Both Russian and Romanian languages are important to us.
According to statistics, Russian accounts for 30–35% of internet traffic.
Client | 10x Cost Reduction per Registration
Situation Before We Started
Before our collaboration, the Client independently ran Google Ads and Meta Ads.
- Meta Ads: promoted job postings through separate posts — relatively effective.
- Google Ads:campaign setup was unsuccessful:
- Two campaigns: targeting Russian and Romanian keywords,
- Conversions tracked by page visits, not actions,
- Broad match and basic geo-targeting used,
- No call tracking.
Cost per registration reached $50, with just over 1,000 registrations per month.
Start of Work / Account Structure
Google Ads
We didn’t use the old campaigns and switched to our own structure.
Approach:
- Search campaigns — for targeted traffic and audience building,
- Performance Max (PMax) — to maximize conversions.
Campaign structure:
- Search: Brand, Competitors, Generic, Cities
- PMax: Generic only
- Languages: separate campaigns in Russian and Romanian
Campaign examples:
- Generic search: broad keywords, may include “Moldova”.
- City-specific: keywords with city names.
- PMax: focus on USP, service convenience, resume support, wide job selection.
Meta Ads
Structure:
- 2 campaigns — Russian and Romanian,
- Same audiences, different ad group languages.
Creative variations:
- Minimalistic with human figure,
- Text on solid background,
- Photo of a person in an office.
Campaign Optimization — First Stage
Google Ads
- Spent: $5,214.67
- Clicks: 47,656
- Conversions: 352.93
- CPA: $14.77
A solid start, especially considering conversions didn’t work at all in the early days.
Key improvements:
- Switched from GA4 conversions to Google Ads conversions,
- Adopted “Maximize conversions” strategy,
- Negative keyword filtering,
- Added more assets to ads.
Meta Ads
- Spent: $2,293.49
- Clicks: 6,528
- Conversions: 176
- CPA: $13.03
CPA was even lower than Google Ads, but with fewer conversions.
Optimization:
- Testing “creative + audience” combinations,
- Using additional links,
- Top creatives moved to a separate campaign (Advantage+ test),
- Result — CPA dropped by 2x.
Final Results
Google Ads — After 3 Months
- Spent: $5,679.08
- Clicks: 49,113
- Conversions: 1,330.41
- CPA: $4.27
Final optimization:
- Budget adjustments based on efficiency,
- Audience and customer list expansion,
- Creative updates: new headlines and descriptions.
