Project: High-Volume Recruitment Campaign Client: Riuman International Role: Lead Generation Specialist / Performance Marketer 🚀 The Executive Summary

In a recent recruitment drive for Riuman International, the objective was clear: acquire a high volume of qualified job applicants without draining the marketing budget. By leveraging Meta Ads (Facebook & Instagram) with precision targeting and optimized Lead Forms, I achieved a Cost Per Lead (CPL) of just Rs 7.28 (approx. $0.02), generating 299 leads with a total spend of only Rs 2,175.

Recruitment campaigns often suffer from high friction. Sending users to external landing pages can result in significant drop-offs, driving up the CPL. The goal was to:

Maximize the number of applicants.

Reduce the barrier to entry for candidates.

Target the specific demographic suitable for the role (Young professionals/Entry-level).

To achieve a sub-10 Rupee CPL, I implemented a "Low-Friction" strategy:

Objective: Lead Generation (Instant Forms).

Platform: Meta Ads (Facebook & Instagram).

Creative Angle: Direct-response creative focusing on immediate employment opportunities.

Lead Capture: Instead of a website, I utilized Meta Instant Forms. This pre-fills user data (Name, Number, Email) from their profile, allowing them to apply in 2 clicks. This was the key factor in achieving the Rs 7.28 cost.

The campaign outperformed industry benchmarks significantly.

Total Leads Generated: 299

Cost Per Lead (CPL): Rs 7.28

Total Amount Spent: Rs 2,175.97

Conversion Rate: High volume due to optimized form flow.

Demographic Insights: The data revealed a strong resonance with the younger workforce, validating the targeting strategy:

Age Dominance: The 18–24 and 25–34 age groups drove 90% of the conversions.

Gender Distribution: Men (72%) vs. Women (27%), providing insight for future creative segmentation.

Platform Native is King: Keeping the user on the platform (Instant Forms) reduced friction and slashed costs by over 90% compared to website conversion campaigns.

Broad vs. Specific: For mass hiring, allowing the algorithm to optimize within broad age ranges (18-35) proved more effective than hyper-targeting.

Budget Efficiency: This campaign proves that you do not need a massive budget to generate massive results; you need the right funnel structure.