OFFERZEN RECRUITMENT
Google Ads
Discover how One PPC helped OfferZen capture high-intent traffic, boost lead volume from hiring managers, and increase placements with highly targeted Google Ads campaigns.
OFFERZEN RECRUITMENT
Back Story & Challenge
OfferZen is a specialist recruitment marketplace connecting software developers with hiring companies across the UK and Europe. While they were already capturing much of the available search traffic, they wanted to increase the number of active candidacies in their database and secure top positions for their most valuable keywords.
They needed a scalable PPC strategy that would drive more employer signups while controlling cost per acquisition. The Google Search Partner Network was already generating a steady flow of enquiries, but it hadn’t been fully optimised.
To scale effectively, OfferZen needed a PPC strategy that could maximise performance across both Google Search and the Partner Network while driving more employer signups at a controlled cost per acquisition.
Prior to engaging One PPC, their Google Ads campaigns were generating leads but at a high cost and with inconsistent quality. After auditing their account, we identified several key challenges:
- Campaign targeting and bidding could be refined to win the key battles, with less focus on overly broad terms.
- Cost per lead was above the target, reducing marketing efficiency.
- The Search partner network was under-utlised and could generate more leads
Solution
We restructured the Google Ads account to focus on high-intent hiring searches and tailored the strategy to target HR managers, CTOs, and tech founders.
Campaign Restructure: Split campaigns into employer acquisition vs. developer awareness, improving ad relevance and Quality Score.
Keyword Strategy: Prioritised job-role and service-specific searches like “hire software developers UK” and “tech recruitment Europe,” while cutting wasted clicks from vague terms.
Audience & Geo Targeting: Layered audience filters for hiring decision-makers and optimised geo-targeting across the UK, Germany, and the Netherlands.
Ad Testing: Crafted ad copy highlighting OfferZen’s unique marketplace model, speed of hire, and access to vetted developer talent.
Conversion Tracking: Implemented tracking for employer signups, meeting bookings, and successful job matches — ensuring optimisation focused on the actions that drove revenue.
Types of Campaigns:
Google Search
Captured high-intent recruitment and hiring-related searches.
Long-Tail Traffic
Captured long-tail queries tied to job roles and niche skills.
Competitor Targeting:
Ran ads against other recruitment platforms to intercept active buyers.
Remarketing Ads
Re-engaged past website visitors with tailored messaging to increase conversions
Strategies
We restructured the account to raise Quality Scores, lower CPC, and improve ROI. This created a scalable PPC framework that significantly boosted employer signups and candidate applications.
Google Search Campaigns:
- Targeted high-intent recruitment keywords (e.g. “hire software developers,” “developer recruitment”) with tightly themed ad groups, optimised ad copy, and landing pages tailored for employers.
- Re-engaged previous website visitors as they searched again, bidding more aggressively on broader recruitment terms to increase conversion likelihood.
Results
Following a complete Google Ads overhaul, OfferZen achieved major gains in qualified leads, visibility, and efficiency.
✅ Increased employer signups while reducing cost per acquisition
✅ Secured top ad placements for high-value recruitment searches
✅ Improved ROI with transparent reporting and full conversion tracking
Leads Growth – +35% more employer signups in the first 3 months
Reduced CPL – Cost per acquisition dropped by 15%
Ad Position – Consistently secured top 1–2 spots for high-value recruitment keywords
Traffic Growth – 20% increase in qualified employer and candidate visits
Lead Quality – Higher proportion of signups converted into active job matches.
Created consistent and high-performing ad creatives focused on OfferZen’s USP
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