MONTANER
Achieve a ROAS of 35.81, optimising advertising spend to 3.21%
With a payment strategy focused on Google Ads and Meta Ads, FUJIMAE achieved an average return on investment of €11 for every euro invested.
35.81 ROAS
on average
5 months
applying our strategy and optimisations
3.12%
of investment in advertising expenditure
THE COMPANY
Montaner is a prestigious consultancy specialising in HR recruitment
Montaner is a prestigious consultancy specialising in human resources recruitment and headhunting, with a solid track record of more than 50 years in the market. Its mission is to find the right talent for each company, providing high-quality services tailored to the specific needs of each client.
THE CHALLENGE
To achieve a high return on advertising investment in less than a year and on a new account with no historical data
The main challenge was to generate quality leads for Montaner’s websites. This is especially important for the executive and middle management recruitment sections, as well as for personnel selection and recruitment consulting.
It is crucial to define and target B2B campaigns towards professionals and companies that really need these specific services. In addition, it is necessary to avoid obtaining leads from unemployed users, as they are not the target audience for these campaigns.
THE SOLUTION
A multi-channel advertising strategy on Google and Meta Ads based on A/B testing
To achieve this, we used highly relevant keywords and selected interests in line with our target audience.
We ran specific search campaigns for each of the landing pages, using static ads to target the most relevant keywords and dynamic search ads to allow Google to display ads based on the website content it considered most relevant.
In addition, we implemented Performance Max (PMAX) campaigns with a careful selection of search topics, interests, and competitor URLs for each service. This allowed us to effectively target our audience and leverage the potential of PMAX for remarketing.
All this, combined with a good selection of quality copy and graphics that highlighted Montaner’s unique benefits, allowed us to achieve maximum effectiveness in lead generation.
Ad Optimisation
Given the level of competition and high advertising costs in our sector, we understood that it was essential to maximise the efficiency of our ads to achieve the best possible CTR. Therefore, we carried out the following optimisations:
- Integrate the value proposition into the advertising texts.
- Improve ad extensions.
- Create ads with fixed titles to ensure precise control of the advertising message.
THE RESULTS
ROAS of 35.81 in just 5 months
During the first five months of 2024, Montaner’s advertising campaigns have proven remarkably effective. In January, the company achieved a ROAS of 19.27, with advertising expenditure of 5.19% relative to investment in business opportunities. In February, ROAS increased to 39.78, reducing expenditure to 2.51%.
March continued with a ROAS of 30.89 and expenditure of 3.24%. In April, ROAS improved to 36.65, maintaining low expenditure of 2.73%. Finally, in May, Montaner achieved a ROAS of 52.44, with the lowest advertising expenditure of the period, just 1.91%.
On average, the campaigns achieved a ROAS of 35.81, optimising advertising expenditure to 3.12% of investment in business opportunities, which underlines the efficiency and effectiveness of the strategies implemented.
