Client Overview
Meet our client: a startup from Holland with an innovative recruitment software solution. Their platform is designed specifically for HR professionals, helping them manage their databases more efficiently. While they had a great product, they were struggling to generate the traction they needed to grow. That’s where we stepped in.
With a highly focused, targeted Pay-Per-Click (PPC) campaign on Google Search, we helped them achieve 148% growth in SQLs (Sales Qualified Leads). Here’s a deep dive into how we made it happen, focusing on Market Penetration, Brand Positioning, and Digital Transformation.
Challenge
The company had some great use cases from existing clients over the past year, but they weren’t leveraging this data effectively to attract new customers. They wanted to connect with HR professionals who were actively searching for solutions like theirs and show them exactly how their platform could help streamline their recruiting process.
That’s where we came in. Our goal was to create a targeted marketing strategy using Google Search PPC (pay-per-click) campaigns, driving quality leads straight to their doorstep.
Our Solutions
Market Penetration
Our goal was to get the software in front of the right people—the HR professionals who needed it most. To do this, we developed a tailored Google Search PPC strategy that focused on specific industry keywords such as “recruitment database management,” “HR candidate tracking,” and “applicant sorting software.”
How We Did it
We didn’t cast a wide net; instead, we targeted high-intent search terms that HR professionals were actively using. This meant more quality clicks from the right audience
We created video ads that demonstrated the software’s core features, such as how it could sort and manage candidate submissions. This helped HR professionals visualize how the tool could solve their recruitment problems.
Every click from our ads landed potential customers on a page that specifically addressed their needs, reinforcing the message we highlighted in the ads. The landing pages included the same videos and content, ensuring a seamless journey from ad to action.
Brand Positioning
While visibility is important, how a brand is positioned in the minds of potential customers can make all the difference. Our client needed to stand out in a crowded HR tech market by highlighting what made their platform unique.
We worked to position them as a solution-first, user-friendly platform that offered real-world benefits to recruitment teams.
How We Did it
With data from our surveys of HR professionals and the client’s own user feedback, we crafted messaging that spoke directly to the frustrations of recruiters—things like managing huge amounts of candidate data and having a central place to revisit older submissions.
Our video ads and blog content consistently emphasized what made the client’s product unique—its ability to effortlessly organize and analyze recruitment data. We wanted potential users to immediately see how this software could solve their most pressing challenges.
From the ad copy to the blog posts, we maintained a consistent voice that was approachable yet professional, reflecting the brand’s values.
The video tutorials reinforced the platform’s ease of use, appealing to recruiters looking for simple, effective solutions.
Digital Transformation
In today’s digital world, merely running ads isn’t enough. For sustainable growth, we knew we had to integrate our campaigns with a broader digital transformation strategy.
This meant not just using PPC, but leveraging content marketing and analytics to fine-tune our approach and continually improve the client’s brand reach.
How We Did it
In addition to video ads, we developed blog posts that dived deeper into industry challenges and provided practical solutions.
These blogs were SEO-optimized and linked to the video tutorials we created, ensuring that potential customers found them organically, even outside of PPC ads.
Throughout the campaign, we used data analytics to track performance, making adjustments in real time. This meant identifying the best-performing ads and keywords and reallocating budget to ensure maximum ROI.
Beyond generating initial leads, we helped the client implement lead nurturing strategies. Potential customers who interacted with the content but weren’t quite ready to convert were retargeted with follow-up emails and additional content, keeping the brand top of mind.
Key Results
Meet the Team
Brains, Creatives, and Data Nerds
Meet the peopple turning bold ideas into real results.
