AARON WALLIS RECRUITMENT
Google Ads
Discover how One PPC helped Aaron Wallis achieve top ad placements on Google Search, boost lead volume, and enhance lead quality with targeted Google Ads campaigns.
AARON WALLIS RECRUITMENT
Back Story & Challenge
Aaron Wallis Sales Recruitment is a specialist UK agency founded in 2007, focused exclusively on placing high-performing sales and marketing professionals across sectors including tech, FMCG, healthcare, and financial services. With a reputation for psychometric profiling, skills testing, and a 12‑month rebate guarantee, they had established a strong brand presence across the UK
Aaron Wallis had been running Google Ads with moderate success, but wanted to dominate top ad positions for their most valuable keywords to capture high-intent traffic and outperform competitors.
To achieve this, One PPC conducted a full account audit, restructured campaigns around service-specific keyword themes, and implemented advanced bidding and ad testing strategies to prioritise visibility without compromising cost-efficiency.
Following our initial review and analysis, we identified several main challenges:
- The Google Ads account was already well-optimised, so extracting further improvements required deeper strategy and advanced techniques
- The Google Ads account was already well-structured, so extracting further gains required advanced strategy and granular optimisation.
- Top ad visibility was a key objective, but costs also needed to be controlled.
Solution
Google Ads Optimisation
We transformed the Aaron Wallis Google Ads account from a solid performer into a high-efficiency lead engine focused on quality candidate applications and client enquiries.
Campaign Restructure: Split campaigns by recruitment niche—such as tech sales, IT, and digital marketing—boosting Quality Score and ad relevance.
Keyword Strategy: Introduced job-role and sector-specific keywords like “digital sales recruiter” and “technical sales recruitment,” with long-tail variations and match type optimisation to reduce wasted spend.
Audience & Geo Targeting: Applied demographic and location filters to zero in on decision-makers and HR managers in high-value regions.
Ad Testing: Created separate ad messaging for employers and candidates to increase click-through rates and lead quality.
Conversion Tracking: Tracked CV submissions, call enquiries, and completed forms—optimising based on leads that moved toward actual placement
Types of Campaigns:
Google Search
Targeted job-specific and recruitment-service keywords to capture high-intent traffic.
Brand Protection:
Maintained top position for branded terms with low-cost, high-return campaigns.
Competitor Targeting:
Ran ads on competitor brand terms and similar recruitment agency searches to capture attention from businesses actively comparing providers.
Remarketing Ads
Re-engaged past visitors and unconverted CV submissions with tailored ads.
Strategies
We restructured the account to enhance Quality Scores and reduce cost per click. This led to a stronger return on investment and generated tens of thousands of leads—significantly increasing CamperBuyer’s online visibility.
Google Search Campaigns:
- Standard Search: Targeted high-intent keywords with tightly themed ad groups and optimised text ads
- DSA: (Dynamic Search Ads): Captured long-tail traffic by matching search queries to website content
- RLSA: Targeted past website visitors as they searched again, using broader keywords and higher bids to increase conversion likelihood
Following strong Search campaign results, CamperBuyer requested expansion into the Google Display Network. We began with remarketing campaigns and then built a full-funnel structure using advanced audience targeting:
Google Display Network Campaigns:
- Remarketing: Re-engaged past website visitors using a 30-day campaign, with an additional funnel targeting users up to 540 days
- In-Market Audiences – Focused on users actively researching Campers and Motorhomes
- Similar Audiences- Tested audiences closely resembling past converters to find new high-performing segments
Results
Following a complete Google Ads overhaul and strategic optimisation, Aaron Wallis saw dramatic improvements across key recruitment metrics. By focusing on high-intent traffic, refined targeting, and measurable outcomes, the campaigns delivered more volume, higher quality, and better ROI:
Increased leads by over 75% across the first two websites
Achieved a Facebook CPA of £5 per lead
Cold Traffic on Facebook responsible for most leads of Facebook.
Driven 220,000 Website Visitors from Facebook Ads
Implemented full-funnel Facebook campaigns using a range of targeting strategies
Created consistent and high-performing ad creatives focused on core USPs and brand messaging
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