1742 Leads at $2 in the HR Recruitment Niche From a Single City With a Population of Half a Million! (*Only 50% of Them Were Our Language Audience)

A call center in Chișinău came to us with the task of hiring staff for a telemarketing company.

Core targeting parameters

1) Chișinău + 10 km around the city

2) Russian language

3) First segmented by interests, then mostly ran on a broad audience

Landing pages

We started right away by testing several landing pages:

1) The client's own landing page on Tilda (with minimal tweaks from our side)

2) A quiz on Marquiz:

3) A mini-landing page on Taplink

4) A one-screen page on Tilda:

5) Instagram and Facebook pages

The client's landing page brought an unstable flow of leads, and the price kept jumping around:

As for the quiz, which brought more stable leads over the same period:

So we decided to stop sending traffic to the client's landing page, put most of the budget into the quiz, and use the rest to test the one-screener and the Taplink mini-landing:

Lead generation through Instagram Direct didn't really take off either:

So we decided to focus on the quiz hypothesis and started scaling it:

We simplified the number of questions and played around with images:

We made a quiz targeted purely at women, leaning on the emotional side of the job and on flexible hours and a friendly team:

We made a quiz targeted purely at men, with an emphasis on uncapped earning potential:

Age segmentation

Initially we segmented the target audience for ads into these age brackets:

1) 18–30
2) 30–48
3) 48–65

Then we changed it to

1) 18–21
2) 22–30
3) 30–48
4) 49–65

But in the quizzes we used a different age breakdown:

1) 18–25
2) 26–30
3) 31–49
50 and older

We later removed the 18–21 bracket, since the client gave feedback that students weren't needed, as they couldn't work full days.

Then it turned out there was a lot of traffic in the retiree age bracket.

In the end we brought back the student audience and cut off retirees )

And for most of the time we ran on a broad 18–45 audience.

SMM

Profile visuals, BEFORE/AFTER:

Creatives

We stuck to the corporate colors. Did resizes, since Facebook's algorithm adapted the creatives poorly.

Pack 1:

Pack 2:

For pack 3 we decided to play with colors and deviate slightly from the corporate palette, to break through banner blindness — it felt like every resident of Chișinău had already seen our ads )

Pack 3:

Pack 4 (there were size adaptations too, too lazy to upload them now):

From pack 4, creatives with this guy worked really well (there were more variations, can't find them though :) ):

Unfortunately though, the client asked us to take it down, since the employee didn't want to show his face in ads (

It got a lot of page follows and a good lead conversion rate.

Pack 5:

Attention, friends, THE CREATIVE OF ALL CREATIVES! The longest-running creative, which brought the cheapest leads:

I think this banner worked best because it had no people in it and could resonate with a much wider pool of potential employees.

Challenges

We also ran into cases where part of the leads came from an audience that speaks Moldovan, even though targeting was set to "Russian language," and the creatives and landing pages were in Russian — we even added text on the banners and landing pages saying the job is in Russian )

Result

Overall, we consistently brought in about 20 leads a day at around $2 each. We could have made leads cheaper, but that would have cost us volume.

Two-week reports:

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