
As the recruitment landscape continues to evolve, agencies need to stay ahead of the curve to attract top talent.
Gone are the days when simply posting on job boards was enough – today, recruitment marketing requires sophisticated strategies, and one of the most powerful tools available is Google Ads for recruitment marketing campaigns.
However, running Google Ads campaigns without a plan can lead to high costs and low-quality candidates. That’s where lead scoring comes into play.
Lead scoring allows recruitment marketers to focus their budget and efforts on candidates who are more likely to convert into hires, giving your clients the best results and increasing your ROI.
What are Google Ads for Recruitment Marketing Campaigns?
Google Ads offers the ability to target job seekers who are actively searching for opportunities.
With billions of daily searches, recruitment marketing agencies can tap into this vast pool of potential candidates.
But instead of merely generating traffic, the goal should be to generate high-quality leads – candidates who are likely to match your client’s job requirements and culture.
When using Google Ads for recruitment marketing campaigns, you have the advantage of controlling how your job ads appear on Google’s search engine results, partner websites, YouTube, and even Gmail.
You can target specific locations, keywords, demographics, and job-related behaviors, tailoring your ads to reach the right audience.
Why Lead Scoring is Essential for Google Ads in Recruitment Marketing
But there’s more: by implementing lead scoring techniques, you can ensure your Google Ads efforts are laser-focused on attracting the best candidates for your clients.
Why Lead Scoring is Essential for Google Ads in Recruitment Marketing Lead scoring is a method used to rank potential candidates based on their likelihood to convert into hires.
It’s all about qualifying leads before you allocate significant resources to them. By integrating lead scoring into your Google Ads for recruitment marketing campaigns, you can create a system that prioritizes quality over quantity, delivering better candidates and making your campaign more cost-efficient.
Here’s how lead scoring can transform your recruitment marketing:
1. Target the Right Keywords for Top Talent
When running Google Ads for recruitment marketing campaigns, it’s crucial to target the right keywords that attract high-quality candidates. Lead scoring can help you evaluate which keywords drive the most valuable applicants.
For instance, if you’re running ads for a senior marketing manager, some keywords will yield higher scores based on the candidate’s behavior.
A candidate searching for “senior marketing manager jobs in New York” might receive a higher score than someone searching for “marketing jobs.”
Lead scoring helps you identify and prioritize these high-intent candidates so you can tailor your ad spend accordingly.
2. Score Candidate Behavior
Lead scoring goes beyond keywords. It looks at user behavior to assess the quality of a lead. This includes:
- Time spent on job postings: Candidates who spend time carefully reading job descriptions and viewing multiple pages may be more engaged and serious about the opportunity.
- Page interactions: Candidates who visit your client’s “About Us” or company culture pages are typically more interested in learning about the organization, which signals a higher intent to apply.
- Application form completion: Those who begin filling out an application but don’t finish may still be valuable leads – especially if they return later to complete the process. These leads should be scored higher than those who show minimal interaction.
With Google Ads for recruitment marketing campaigns, you can track these behaviors and assign scores accordingly, allowing you to fine-tune your ad targeting and budget.
3. Optimize Your Bidding Strategy Based on Lead Scores
Once you have a lead scoring system in place, it’s time to optimize your bidding strategy.
For Google Ads in recruitment marketing, this means increasing your bids for high-quality candidates and reducing bids for low-intent traffic.
For example, if certain keywords or candidate behaviors consistently lead to hires, you’ll want to bid more aggressively on those terms.
Conversely, lower-scoring leads may warrant a reduction in spend. This approach ensures you’re not wasting budget on candidates who are less likely to convert into hires.
4. Segment Your Audience for Better Results
Not all job seekers are created equal. Using lead scoring in Google Ads for recruitment marketing campaigns allows you to segment your audience based on their likelihood to apply and be a good fit for the role.
- Top-tier candidates: Focus your budget on candidates with high scores, such as those who engage deeply with your job listings or match the ideal candidate profile.
- Mid-tier candidates: Use remarketing ads to nurture leads who have interacted with your website but haven’t yet applied. You can offer reminders about the position or showcase company benefits.
- Low-tier candidates: Reduce spend on candidates with low scores, ensuring you’re not allocating budget to people unlikely to apply.
This segmentation ensures that you’re constantly maximizing the effectiveness of your campaign by focusing your efforts on the candidates who are most likely to convert.
5 Nurture High-Quality Candidates
Once you’ve identified high-scoring candidates, nurture them further through remarketing ads and email follow-ups.
This is especially important in recruitment marketing, where candidates may need time to consider their options before applying.
Remarketing ads can help remind high-quality candidates about the job and encourage them to revisit your client’s application page.
You can also create email campaigns targeting candidates who’ve shown interest, keeping them engaged with updates about the role or company.
6. Increase ROI for Your Clients
The ultimate goal of any recruitment campaign is to deliver high-quality hires to your clients while maintaining cost-effectiveness.
By applying lead scoring to your Google Ads for recruitment marketing campaigns, you can ensure that your budget is spent on attracting the best candidates, leading to a higher ROI.
Clients want quality over quantity when it comes to candidates. With lead scoring, you provide them with more qualified applicants, enhancing your agency’s credibility and ensuring long-term success in filling roles.
At Shoes Off Consulting, we are super experts on Google ads and have successfully applied this strategy to numerous recruitment marketing campaigns.
Our approach to lead scoring and audience segmentation has allowed our clients to consistently fill their most critical roles with top talent.
If you’re looking to take your recruitment efforts to the next level, let’s talk about how we can help you leverage the power of Google Ads for recruitment marketing campaigns.
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