How NH Staffing Turned $1K into 292 Job Applications in 30 Days with Performance Marketing

NH Staffing, a leading provider of healthcare staffing solutions, sought to improve its online visibility and drive high-quality job applications for its clients. By leveraging Google's Performance Max (PMax) campaigns, NH Staffing achieved remarkable results, including a 1,246.94% increase in ad spend efficiency and a staggering 2,646.39% return on ad spend (ROAS) within just over a month.

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Achievements

2,515% ROAS from Smarter Segmentation and Machine Learning

Using advanced audience segmentation, compelling creative assets, and data-driven optimization, NH Staffing achieved an extraordinary return on ad spend (ROAS) of 2,646.39%, far surpassing the forecasted 330%.

292 Job Applications at a 90% Lower CPA Than Forecasted

The campaign delivered 373 qualified job applications at an average cost per application (CPA) of just CA$3.49, nearly 90% lower than the forecasted CA$30.30.

83% Lower CPC with 2,005 High-Intent Clicks

The campaign generated 2,664 clicks with an average cost per click (CPC) of only CA$0.49, an 83% reduction compared to the forecasted CA$3.00, demonstrating exceptional efficiency.

The Challenge: Low Visibility and High Competition

NH Staffing had the jobs—high-paying, flexible roles in healthcare, but not enough qualified applicants. Competing against dozens of staffing firms, their ads weren’t converting efficiently, and their brand wasn’t breaking through the noise.

Limited Awareness: NH Staffing needed to increase awareness of its job opportunities among healthcare professionals.
High Competition: The healthcare staffing market is highly competitive, requiring innovative strategies to stand out.
Cost Efficiency: Balancing ad spend with measurable results was crucial to maintaining profitability.

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The Strategy: Targeted Campaigns Powered by Performance Max

To solve the problem, we built a performance marketing system around Google’s PMax platform. The focus: efficiency, precision, and volume.

Performance Max Campaigns:
• A PMax campaign with the goal of driving applications was launched to target healthcare professionals actively searching for jobs.
• The campaign utilized Google's machine learning to optimize ad placements across multiple channels (Search, Display, YouTube, and Gmail).
Ad Variation Testing:
• NH Staffing created segmented audience strategies and tested multiple ad variations tailored to specific roles like nursing and medical technicians.
• Ad creatives included compelling visuals and messaging emphasizing career benefits, premium pay rates, and flexible schedules.
Search Signal Optimization:
• Search signals were refined using keywords such as "travel nursing jobs," "high-paying healthcare roles," and "Canadian nursing careers."
• This ensured ads reached the most relevant audiences.

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The Projection: Conservative Estimates with Clear Targets

We entered the performance marketing campaign with disciplined expectations:

Ad Spend: $1,000
Clicks: 330 clicks at an estimated CPC of CA$3.00
Conversions: 33 job applications at a CPA of CA$30.30
Return on Ad Spend (ROAS): 330%

The Results: 292 Applications and a 2,515% ROAS in 30 Days

What actually happened far exceeded expectations:

Ad Spend: $1,050
Clicks: 2,005 clicks were generated with a click-through rate (CTR) of 3.94%.
Conversions: 292 job applications were completed at a cost per conversion of just $3.59.
Return on Ad Spend (ROAS): An impressive 2,515% ROAS was achieved.

What You Can Learn: A Scalable Blueprint for Lead Generation

Data-Driven Optimization: The use of machine learning in PMax campaigns enabled NH Staffing to optimize ad placements dynamically across channels.
Audience Segmentation: Tailoring ads for specific healthcare roles improved engagement and conversion rates.
Scalable Success: The campaign's success demonstrates the scalability of PMax campaigns for other industries.