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Background
Recruitroo, a recruitment and migration platform, connects businesses with global talent while automating immigration and relocation processes. Despite high demand for their services, they faced challenges in acquiring qualified leads at an acceptable Customer Acquisition Cost (CAC) due to limited internal expertise in managing and scaling paid advertising campaigns.
The Challenge
- Establish clear CAC targets to enable confident scaling.
- Develop a structured creative testing system to identify resonant messaging for diverse audience segments.
- Reduce CAC while increasing lead volume to meet staffing demands.
- Build scalable and structured ad campaigns across multiple industry niches.
The Solution
Step 1: Bringing Clarity – Setting Profit-Driven CAC Targets
We conducted an in-depth analysis of Recruitroo's business model to map out:
- CAC benchmarks aligned with their unit economics.
- Clear Cost Per Lead (CPL) targets, balancing immediate profitability with long-term growth.
- An advertising calendar synchronized with key hiring cycles.
This data-driven foundation enabled confident scaling while ensuring profitable ad spend.
Step 2: Executing on Creative & Media – Implementing a Structured Testing System
We introduced a rigorous creative testing protocol:
- Produced 50-70 new creatives weekly to swiftly identify top-performing assets.
- Developed a multi-layered campaign structure targeting various job sectors:
- Top-of-Funnel (TOF): Utilized motion graphics and Reels-style ads to engage new audiences.
- Middle-of-Funnel (MOF): Deployed profession-specific ads to nurture prospects.
- Bottom-of-Funnel (BOF): Employed static ads with direct calls-to-action to drive conversions.
This approach ensured that ads reached the appropriate audience at each stage of the funnel.
Step 3: Reviewing for Profit – Data-Driven Scaling
To maintain efficient scaling, we:
- Integrated real-time data analysis tools to monitor actual CAC.
- Dynamically adjusted budgets, scaling successful campaigns and discontinuing underperforming ones.
- Refined creative production cycles based on weekly performance insights.
The Results
- Achieved a 71% reduction in CAC, significantly enhancing lead acquisition efficiency.
- Quadrupled lead volume within 12 weeks, meeting and exceeding staffing requirements.
- Established a scalable ad framework, positioning Recruitroo for confident future expansion.
CAC Reduction
71%
Lead Volume
4x
The Future
Armed with a clear CAC framework, a robust creative testing system, and data-driven scaling strategies, Recruitroo now possesses a repeatable and profitable acquisition model. The focus moving forward includes refining campaign segmentation and exploring new industry verticals while maintaining cost efficiency and high-quality lead generation.
By applying clarity, precise execution, and real-time profitability tracking, Recruitroo has evolved from uncertainty in advertising to a structured and scalable growth engine.
