Facilib: ROAS of 11.3

Facilib: Generating qualified leads for a support recruitment agency

Facilib Is a recruitment agency specialized in the placement of support functions. The firm assists companies in the search and selection of key profiles to strengthen their organization.

The challenge: Identify, qualify and convert prospects into real needs

To accelerate its growth, Facilib needed to meet three major challenges:

• Identify companies in active recruitment who use external firms;
• Generate a qualified traffic on the site to encourage incoming leads;
• Receive more concrete requests of recruiters via the form (main conversion objective).

The objective was to attract the right contacts and to maximize conversion through the precise management of digital campaigns.

The solution: a 3-phase digital strategy to transform traffic into qualified prospects

We have built a progressive system, combining expansion of visibility and refinement of qualification, until the final conversion.

Phase 1: Google Ads campaigns by department

• Fair budget distribution to analyze performance between two sets:
  • Recruiting : targeting requests with a high intention of hiring via an external firm.
  • HR consulting : oriented keywords accompanying, audit, HR structuring.

This first step made it possible to quickly detect the segments generating the most relevant leads.

Phase 2: Generating traffic via broad keywords

• Launching campaigns on generic keywords such as “recruitment agency”, “find a recruiter”, “external HR department”.
• Analysis of bounce rate and the conversion rate to filter out unqualified traffic.
• Progressive adjustment of ads and extensions to increase relevance and engagement.

This regular monitoring made it possible to refine the strategy, by focusing the budget on requests with high conversion potential.

Phase 3: Structuring campaigns by sector of activity

• Creation of vertical campaigns for each sector:
  • IT : “developer recruitment firm”, “freelance tech recruiter”...
  • Medical : “nurse recruitment firm”, “interim health profile”...
  • Finance : “accounting recruiter”, “HR finance audit firm”...
• Optimization of Quality Score thanks to dedicated or personalized landing pages by sector.
• Strengthening the Call to action to encourage the completion of the contact form.

This sectoral approach has boosted the relevance of traffic and the conversion rate, while opening up new market segments.

Achieved results

• More than 20 qualified leads every month
• ROAS of 11.3
• Development of new customer segments

Thanks to a structured and ROI-oriented digital strategy, Facilib has consolidated its position as a recruitment partner for support functions.

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