Discover how a recruitment firm successfully launched a new US vertical using strategic positioning, SEO and targeted outreach to generate leads and early revenue.

Introduction In October 2024, Future Education, a prominent recruitment agency specialising in the education sector, collaborated with Prominence to optimise their Google Ads strategy for attracting top-tier candidates in the South London region. With over 20 years of experience and an experienced team, the agency is a trusted name in the local education sector. Despite operating in a highly competitive market, they excel in sourcing and placing educators in schools across South London. Background The business is highly respected, and although well-known in their sector, face an ongoing challenge of attracting educators who they can place into temporary and permanent roles in primary, secondary and SEND school settings. Along with competing with other agencies, the education sector faces staff shortages and a lack of new talent entering the sector. Challenge Prominence faced the challenge of conducting a comprehensive audit and assessment of Future Education's existing Google Ads presence, with the goal of providing actionable recommendations to enhance response rates and improve the quality of applications received. Solution The Prominence team provided several strategic recommendations to Future Education and implemented the following updates and ongoing enhancements to their Google Ads campaigns: Streamlined Ad Structure : Reduced the number of ads from over ten to three (Primary, Secondary, and SEND) to optimise budget allocation and improve targeting accuracy. Enhanced Tracking and Reporting : Updated ad tracking and configured goals in Google Analytics to ensure precise measurement and reporting of responses. Optimised Keywords : Refined keywords to better reach the target audience, while expanding negative keywords to minimise unplaceable responses. Improved Ad Performance : Adjusted search keywords and headlines to increase click-through rates and attract higher-quality candidates. Budget Realignment : Reassigned the budget based on campaign responses, reducing clicks and impressions but significantly improving the quality of responses. Result Over a two-month period, the campaign generated over 150 responses, with more than half evaluated by the Future Education team as highly placeable candidates.