The Client
Partnering with businesses across Australia, this agency connects businesses with standout candidates in roles spanning sales, customer service, contact centre, office support, and more.
The Challenge
With increasing competition and shifting market dynamics, the agency faced a downturn in traffic and leads. Traditional search campaigns, reliant on high-intent, longtail keywords, had become costly and difficult to scale – undermining growth during the latter months of 2024.
Key pain points:
Decreased visibility and conversions due to limited search volume
Higher costs per click and diminishing returns on paid search
Over-reliance on bottom-of-funnel activity without sufficient prospecting support
To address these challenges, a new approach was needed – one that could proactively generate demand, improve top-of-funnel activity, and support ongoing search efforts.
The Solution
We introduced Google Demand Gen – a visually engaging, AI-powered campaign format designed to reach and convert relevant audiences across YouTube, Discover, and Gmail. This solution enabled the agency to drive awareness, increase website traffic, and generate higher-quality leads in a cost-effective way.
What we did
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Segmented asset groups
We grouped creative assets by role and specialisation to uncover scalable themes for future search campaigns.
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Audience targeting
Campaigns were focused on users showing intent relevant to recruitment services.
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Placement optimisation
We regularly excluded low-performing YouTube placements to maximise ad spend.
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Performance tracking
We maintained a strong time-on-site average to ensure lead quality remained high.
The Results
Within just two months, the shift in strategy paid off.
Website Sessions
33 %
Increase in monthly website sessions.
Qualified Leads
100 %
Growth in qualified leads delivered to the agency.
The campaign successfully improved both the quantity and quality of inbound traffic. It also supported the agency’s overall digital strategy by nurturing audiences who would later convert through search.
Why it matters
YouTube, a key placement in the Demand Gen strategy, is twice as likely to be used for brand and service research compared to other platforms. Viewers also rated YouTube ads significantly more trustworthy and credible. For recruitment agencies, this offers a prime opportunity to get in front of the right people – before they even begin searching.