Recruitment PPC is a dual-funnel problem. You need employers posting jobs AND candidates applying for them. Most agencies run campaigns for one side and starve the other. We build parallel campaigns that feed both sides of your marketplace simultaneously.
Staffing and recruitment agencies serve two completely different audiences with opposing needs. Your PPC needs to balance both without cannibalizing either.
Employers want qualified candidates fast. Candidates want good jobs fast. These are two entirely separate campaigns with different keywords, platforms, and conversion metrics. Mixing them dilutes both. But splitting budget means doing two things half as well.
A new employer client is worth ₹2-20 Lakh in annual revenue. A new candidate costs you money to recruit and may or may not place. PPC economics differ radically: employer acquisition justifies high CPAs, candidate acquisition needs to be near-zero cost or organic.
Naukri, LinkedIn, and Indeed dominate recruitment search. Competing for 'hiring agency' or 'recruitment firm' against them is expensive. Your advantage is specialized expertise: industry-specific placement, executive search, contract staffing, and personalized service that portals can't offer.
An employer client acquired today may not generate placement revenue for 2-4 months. A candidate registered today may not be placed for 1-6 months. PPC ROI in recruitment has inherent lag that makes short-term measurement misleading.
A generic 'recruitment agency' competes with thousands. An 'IT recruitment specialist for fintech companies' competes with a handful. Your PPC needs to target the specific industries, roles, and company sizes where your placement expertise gives you an unfair advantage.
Contract staffing has recurring revenue (monthly billing per contractor). Permanent placement has one-time fees. Campaign economics differ: contract client acquisition can justify higher CPAs because revenue is recurring. These need separate campaign strategies.
Employer-side and candidate-side campaigns live on different platforms. Here's how we structure both.
Target HR directors, talent acquisition heads, and C-suite executives at companies in your specialization. Sponsored Content showcasing your placement speed, candidate quality, and industry expertise. InMail for direct outreach to hiring decision-makers at target companies.
Employer queries: 'IT staffing agency [city]', 'contract hiring firm for [industry]', 'executive search [specialization]'. Candidate queries: '[role] jobs in [city]' (lower priority, supplement with organic). Each side gets separate campaigns with dedicated landing pages.
Candidate acquisition through job listing promotions and career opportunity campaigns. Targeted by skills, education, experience level, and job-seeking behavior signals. Low-cost channel for building candidate pipeline that makes your employer-side proposition stronger.
HR directors who visited your site get remarketed with case studies, placement metrics, and industry hiring reports. Candidates who registered get job alert-style remarketing. Both sides stay engaged with your brand throughout their decision cycle.
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Get a Free Proposal →Recruitment PPC needs to generate employer clients (revenue) while building candidate pipeline (fulfillment). Here's how we balance both.
We identify your strongest industry verticals, role types, and company size sweet spots. An agency specializing in fintech engineering placement needs radically different campaigns than one handling retail sales staffing. Your niche becomes your targeting advantage.
70% of PPC budget goes to employer acquisition because that's where revenue originates. LinkedIn and Google campaigns target hiring managers at companies in your specialization with messaging about placement speed, candidate quality, and industry expertise.
30% budget on candidate acquisition through Facebook, Instagram, and organic content. Job-listing campaigns, career development content, and skill-based targeting build your candidate database without the high CPCs of Google job searches.
We track from employer inquiry to requirement received to candidates submitted to interview to placement to invoice. Campaign optimization happens at the placement level, connecting PPC spend to actual billing revenue, not just lead count.
Employer client inquiries grew 3x through LinkedIn campaigns targeting CTOs and VP Engineering at Series A-C startups. 12 new employer accounts in first quarter. Monthly billing grew from ₹18L to ₹52L. Cost per employer acquisition: ₹8,500.
Hospital and clinic client base grew from 8 to 22 through Google campaigns targeting 'healthcare staffing [city]'. Nurse and technician candidate pipeline built through Facebook career campaigns at ₹35 per registration. Placement volume doubled.
LinkedIn InMail campaigns to HR heads at Fortune 500 companies generated 18 search mandates in 6 months. Average placement fee: ₹4.5 Lakh. Cost per mandate: ₹22,000. Total PPC-attributed revenue: ₹81 Lakh.
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Get My Free Proposal →Employers, primarily. Revenue comes from employer clients. Candidates can be sourced through lower-cost channels (job boards, social media, referrals). We typically allocate 70% of PPC budget to employer acquisition and 30% to candidate pipeline building. The exception is niche roles where candidate scarcity is the bottleneck.
You don't compete on their platform. You compete on specialization and service quality. 'IT contract staffing for fintech companies in Bangalore' is a search where your specialized expertise matters more than Naukri's scale. Target the specific industries, roles, and company sizes where your placement track record is strongest.
₹5,000-15,000 per qualified employer inquiry. With 20-30% inquiry-to-client conversion, effective cost per new employer account is ₹20,000-50,000. Against annual billing of ₹5-50 Lakh per employer account, this is strong ROI. Executive search firms see higher CPAs but proportionally higher engagement values.
Yes. When expanding into a new vertical (say, from IT staffing to healthcare staffing), PPC lets you build visibility immediately rather than waiting for referral networks to develop. Run industry-specific campaigns for 3-6 months to build initial client base and placement track record in the new vertical.
Parallel but separate campaigns. Employer campaigns focus on your service quality, speed, and industry expertise. Candidate campaigns focus on job opportunities, career growth, and your reputation as an agency. Different platforms, messaging, and metrics. The connection happens in your backend: more candidates make you attractive to employers, and vice versa.
For employer-side campaigns, absolutely. LinkedIn is the only platform where you can target HR directors, talent acquisition heads, and C-suite executives by job title, company size, and industry. CPCs of ₹200-500 are justified when the target audience is precisely the person who signs staffing contracts worth ₹5-50 Lakh annually.
Strategy, platform recommendations, timelines, and pricing built around your business.
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The employer-first approach changed our business model. Instead of spending equally on candidates and employers, we shifted 70% to employer acquisition. Our client base tripled and candidates followed organically once we had more jobs to fill.
LinkedIn InMail to HR heads generated 18 search mandates we would never have accessed through our existing network. Each one was a company we'd never worked with before. That's the growth PPC enables beyond referrals.
The niche targeting was key. 'Healthcare staffing agency Mumbai' instead of 'recruitment agency Mumbai' cut our CPC by 65% and improved lead quality dramatically. Every inquiry was from a hospital or clinic, not a random company.
Get a free proposal with employer targeting strategy, candidate pipeline plan, and projected cost per placement.