3× the benchmark click-through rate.
How we filled a national employer’s job funnel in four weeks, in a market small enough that waste shows up straight away.
No scale to hide inefficiency behind.
A national employment agency, one small market.
They connect employers with job seekers, and they had vacancies open now. An awareness buy would have filled the impression column and left the applicant pipeline flat. What they needed was people already looking for work landing on the pages where roles get posted, with proof the clicks were intent rather than accident.
The goals.
Three things had to be true by the end of the flight.
Fill the job funnel
Qualified traffic landing on the pages where roles get posted, within four weeks.
Prove the clicks were intent
Show that visits came from people looking for work, not accidental taps.
Waste nothing
In a small market, every dollar had to earn its placement, or move.
Four moves.
What we did, and what we agreed to cut if it lost.
Intent-first audiences
We ran a high-intent Job Seekers audience against broad prospecting and agreed up front to cut whichever one lost.
Asset variants per persona
Several versions of the same offer, each written and cast for a different in-market persona, so the ad matched whoever was seeing it.
Placement discipline
Feed carried the conversions. Stories and Reels were funded only for the reach they added on top.
Mid-flight reallocation
We checked overlap and day-parting every week and moved budget while the campaign was still running.
What it delivered.
Four weeks, platform-reported.
What the data said.
Two insights that shaped where the budget went.
85% of the traffic came from one audience.
Most of what broad prospecting reached, the intent audience had reached already. We paused it and let the budget move to the ad sets people were responding to.
Feed did the work. Facebook punched up.
Instagram carried the volume at 85% of impressions and 80% of the traffic. Only 8% of reach overlapped between the two platforms, so they were reaching different people and should be budgeted separately.
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Platform-reported figures for a four-week flight, shown as rates and multiples. CTR is indexed against the floor of Meta’s published benchmark range for traffic campaigns. Profile visits are compared with the preceding month. The client is identified by sector and market only.