Jobs Recruiter

Most advertising challenges involve one audience. Jobs Recruiter presented two simultaneously — and they could not afford to focus on just one.

Without employer leads, there are no job listings. Without candidate leads, there is no pool to place. Both sides needed to be filled at the same time from a brand new account with zero prior data, no pixel history and no creative to learn from.

The two audiences could not be more different in how they think, what they respond to, and where they are in their journey. Bakery owners are busy business people who need a fast, reliable solution. Baker candidates — especially those overseas — are anxious, hopeful, and highly motivated by visa sponsorship opportunities.

We built entirely separate campaign strategies for each side — different objectives, different targeting approaches, different creative angles. The employer campaigns and the baker candidate campaigns were never mixed.

Employer targeting — bakery business owners. Targeted owners and managers of bakeries, patisseries and food production businesses across Australia. Business owner demographics, bakery-related industry interests and decision-maker signals.

Candidate targeting — local and overseas bakers. Reached both local job-seeking bakers and overseas candidates from countries with strong migration intent to Australia — India, Nepal, Philippines and similar markets. Visa sponsorship messaging for international candidates, career growth messaging for locals.

Instant Lead Forms for both sides. Both campaigns used Meta Instant Lead Forms to reduce friction. Business owners could register a hiring need in one tap. Baker candidates could express interest without navigating away from their feed. Higher volume, lower drop-off.

• Brand new account setup: Meta Business Manager, pixel, lead event tracking, campaign architecture — all built from zero. A clean, well-structured account from day one meant the algorithm could learn efficiently from the first impression.
• Audience-specific creative: Employer ads spoke to the pain of finding reliable, qualified bakers — no agency fees, fast placement, vetted candidates. Candidate ads led with opportunity: steady work, sponsorship available, immediate start in some roles.
• Ongoing optimisation: Regular performance reviews across both sides independently — budget reallocation between campaigns, audience refinements, creative refreshes. Each side tracked and managed as its own campaign ecosystem.

687 leads. Two audiences. One account.

Employer side — 204 bakery owner leads at $25.27 average. The employer side ran two campaigns — HW | Leads and HW | Leads | Business Owners — targeting bakery and food production business owners across Australia who needed to hire qualified bakers and chefs. Employer leads are the lifeblood of the recruitment model. Without job listings, there is nothing to place candidates into. These campaigns ensured a continuous pipeline of hiring intent to match against the baker candidate pool. Industry average for B2B employer leads in the recruitment niche is $40 – $90+; we delivered a $25.27 average CPL.

Candidate side — 483 baker leads at $3.96 each. The baker candidate campaign — HW - Leads (Bakers) — targeted both Australian bakers looking for new roles and overseas candidates from countries with high migration interest, including India, Nepal and the Philippines. The visa sponsorship angle was a powerful creative hook for the international segment. Overseas bakers know how difficult it is to find Australian employers willing to sponsor — Jobs Recruiter offers exactly that pipeline, and the ads communicated it directly. At $3.96 per lead from 483 candidates, this is one of the most cost-efficient candidate acquisition results in the recruitment space. Industry benchmark for candidate leads in specialised recruitment is $15 to $50+.

The candidate campaign delivered 220,444 impressions and reached 68,808 unique bakers, with 531K total impressions across both campaigns.

Every employer lead is a potential job listing. Every baker lead is a potential candidate to fill it. At $3.96 per baker and $25.27 per employer, the cost to assemble a full placement opportunity — one employer plus one candidate — is under $30. For a commission-based business, that unit economics story is compelling.