Recruiter Sign Up Campaign

Company: Jobs Canada Fair

Channel: Google Search & Performance Max

Objective

To attract over 100 recruiting companies to participate in the Jobs Canada Fair by showcasing the benefits of attending the largest job fair in the country. We wanted to target HR professionals and recruiters looking to fill vacancies at their organizations.

Campaign Design & Offer:

The offer focused on the value that Jobs Canada Fair provides to recruiting companies, including access to a large pool of qualified candidates and a prominent presence at the event.

Offer:

“Recruit Top Talent at Canada’s Largest Job Fair – Join 100+ Companies in Hiring the Best!”

This offer highlighted the unique opportunity for companies to recruit from a large, diverse pool of job seekers.

Strategy:

To effectively reach HR professionals and recruiters, we utilized Google Search and Performance Max campaigns, targeting specific audience segments and leveraging automation to maximize reach.

Search Campaigns

• Keyword Strategy:
  We targeted high-intent keywords that HR professionals and recruiters use when searching for recruitment opportunities, such as “hire at job fairs,” “recruitment events in Canada,” and “job fair booths for companies.” Long-tail keywords like “how to recruit at job fairs” were also used to engage recruiters who were researching participation options.

• Ad Creative & Messaging:
  The search ads emphasized the opportunity to meet a large number of qualified candidates in a single day:

  • “Recruit Top Talent at Canada’s Largest Job Fair!”
  • “Over 2,500 Job Seekers – Secure Your Booth at Jobs Canada Fair!”
  • “Hiring? Join 100+ Companies at the Largest Job Fair in Canada!”

  The messaging focused on the event’s scale and the benefits for companies seeking to fill vacancies quickly.

Performance Max Campaigns

• Cross-Channel Optimization:
  The Performance Max campaign utilized Google’s full range of ad placements—Search, Display, YouTube, Gmail, and Discover—allowing us to reach HR professionals and decision-makers across multiple touchpoints.

• Machine Learning & Automation:
  Performance Max used Google’s automation and machine learning to optimize creative assets (text, video, images) and bidding strategies, ensuring that our ads were shown to the right people at the right time. The system continually adjusted bids to prioritize conversions, ensuring that we maximized registrations from interested companies.

• Creative Assets:
  We used dynamic ad creatives that featured testimonials from previous recruiters, event highlights, and calls to action that encouraged companies to secure their booth early. The ads ran across YouTube and Display, engaging decision-makers with video content showing the scale of previous events.

Results:

The Google Search and Performance Max campaigns generated strong results, successfully attracting recruiting companies to the event:

• Click-Through Rate (CTR): 4.7% on Search Ads and 5.1% on Performance Max campaigns, reflecting high engagement from HR professionals and recruiters.
• Cost Per Click (CPC): $2.50 on Search Ads and $1.40 on Performance Max, ensuring cost-efficient sign-ups.
• Conversion Rate (CVR): 4.3% on Performance Max campaigns, with 120 recruiters registering to participate.
• Total Leads: Over 140 companies signed up through the campaigns, exceeding our target of 100 recruiting companies for the event.

Conclusion:

Both Google Ads campaigns successfully contributed to the growth of Jobs Canada Fair, helping the company scale to become the largest job fair organizer in the country. Through a combination of Search, Display, and Performance Max strategies, we were able to attract thousands of job seekers and over 100 recruiting companies, solidifying Jobs Canada Fair as the premier employment event in Canada.