Kariera achieves 155% more conversions at a 49% lower CPA with VBB & Demand Gen
The Challenge
Kariera faced a significant challenge in managing its online advertising across a diverse portfolio of job listings and categories. The HR industry in Greece is highly competitive, and it needed to maximize its visibility while working within budget constraints. Expanding into seven new markets beyond Greece further stretched its advertising resources. To succeed, it needed a strategy that could deliver both increased lead volume and cost efficiency.
The Approach
Kariera implemented a Google Ads strategy focused on value based bidding. Recognizing the varying value of different leads, it assigned values to its conversion actions and adopted a bidding strategy optimized for maximizing conversion value. To further enhance its acquisition efforts, the company doubled Demand Gen investment, expanding its targeting to reach new audiences and fuel its mid-funnel pipeline. Kariera also boosted its investment in Performance Max campaigns, to complement Search campaigns.
Partnering with Relevance Digital Agency: It ensured a successful implementation and optimization of Kariera’s marketing strategies.
The Results
From January to September 2024, it achieved a 155% YoY conversion increase while reducing its cost per acquisition (CPA) by 49%. This outstanding performance validated the effectiveness of its Google Ads strategy, particularly the use of advanced solutions like value based bidding and Demand Gen. With a proven model for success, the company replicated this strategy across their seven newly expanded markets, ensuring continued growth and market leadership.
“We relaunched kariera.gr in GR with a new website and performance-driven strategy. Despite initial traffic loss, we optimized paid channels, reduced reliance on aggregators, and improved bidding strategies. This led to a 30,000% reduction in application costs, a 300% increase in monthly sessions, and a 250% increase in applications.”
