WOW Recruitment is a high-performing, people-first Australian recruitment agency offering specialist services in seven sectors.
Hoping to expand, WOW knew that their future would come through transforming their digital presence into a cost-effective revenue machine. As a rapidly growing business, measurable performance and long-term scalability would be everything.
Enter Three Sixty Digital.
The challenge
From a strategic perspective, we needed leads – and lots of them.
Our task was to build a digital sales engine that would accelerate WOW’s flow of clients, while relieving pressure on business development. Of course, it all had to stick to the budget.
At the same time, WOW was itching to expand into new business verticals. So, second objective? Build with enough flexibility to match their ambitions.
Learn more: How to write a strong digital marketing strategy
The solution
TSD Founder Elouise Paul and Senior Account Manager Georgia Toovey put their heads together to plot out how we were going to match our paid media strategy to WOW’s commercial goals.
The plan was to create an evergreen, Google-powered ecosystem, using a suite of tools to stir up leads, fuel growth and optimise every ad dollar.
What we delivered
A full-funnel strategy: We designed a Google Ads strategy to reach VIP clients at every stage of the marketing funnel. Using Performance Max, Search and Demand Gen campaigns, we could adjust spend and focus based on seasonality, performance and those tricky market shifts.
Audience targeting and refinement: Our goal wasn’t to reach just any clients, but the perfect clients. We balanced high-intent traffic with volume drivers, continuously refining WOW’s keywords and ad placements to maximise our exposure to hyper-relevant leads at scale.
Landing page optimisation: To push those numbers to the next level, we designed custom landing page experiences tailored to match the needs of our ads-based audience. We wove conversions into the fabric of each page, maximising form completions and, even better, lead quality.
End-to-end attribution: To know if you’ve won at recruitment marketing, the proof is in the, well ... proof! We implemented in-depth tracking from click to close, getting crystal-clear on ROI and enabling continuous, data-driven optimisation.
The results
Over 12 months, WOW’s performance absolutely shone...
At the end of the 12-month period, we saw a significant correlation between our paid ad strategy and WOW’s revenue (r = 0.81). This tells us that there was a super clear link between investment and growth – the more that went in, the more WOW got out.
Why it worked
Our resident advertising expert, Madox, was the star of the show here. Leaning on his instinct for results, we built a flexible, scalable strategy that consistently delivered without exploding the budget.
There are three main reasons it all clicked:
1. Driven by data
To get the results we were looking for (1,500% ROAS kind of results), you need to lead with data. So we did.
Using historical performance, keyword trends and continuous campaign analysis, we developed a campaign structure that scaled with WOW’s business and wiggled with changing market demand.
Learn more: How data can revolutionise your recruitment marketing
2. Role-specific campaigns
Our strategy was all about wowing (pun intended) the right people, in the right vertical, at the right time. By grouping search terms into focused roles and vertical themes, and aligning those with our custom, lead-loving landing pages, we could boost both our agility and visibility – perfect for keeping our ear to the ground on market shifts and seasonal changes.
3. Prospecting that converts
We knew that we’d smash this campaign if we could squeeze the most juice out of every dollar. Demand Gen and PMax were essential here, giving us ways to reach a large, relevant audience across a range of Google properties, while squashing down our cost-per-click. Staying visible across YouTube, Gmail and mobile kept WOW's funnel consistently full.
Looking to grow your own business? You know who to call
At Three Sixty Digital, we’re the experts in both recruitment and marketing – in fact, we reckon you won’t find any recruitment marketing team more senior or capable than ours in Australia and New Zealand.
We know what makes recruiters tick, and we know how to attract new clients. Your business has the enormous potential to grow, and we’d love to help you get there.
Learn more about starting with us in Google advertising, or get in touch to start a conversation.
