Vijay Varute
SEO & Digital Marketing Expert | 15+ Years Experience
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Meta Ads Campaign Management
Client: India-based recruitment / job-placement
business
Industry: Recruitment, staffing and job placement
Target market: Job seekers in India (Based on each campaign specific
location)
Primary business requirement: Generate inquiries from candidates
interested in available job vacancies and encourage them to share/apply with
their resumes through WhatsApp.
Campaign goal
The campaign was designed to:
Promote current job vacancies
Reach relevant job seekers
Generate WhatsApp inquiries
Encourage interested candidates to start a conversation
Collect candidate information/resumes through the WhatsApp conversation
Generate qualified recruitment leads from interested candidates
Targeting Strategy
Your targeting section can be presented as:
Audience targeting
The campaign targeted relevant job seekers in India
based on the recruitment requirement.
Potential targeting layers include:
Location
Specific cities
States
Regional recruitment markets
India-wide, depending on vacancy requirements
Demographics
Relevant age groups
Gender, where relevant to the vacancy and legally/operationally appropriate
Interest/behavior targeting
Job hunting
Career development
Employment-related interests
Relevant professional interests
Custom audiences
Previous website visitors
Existing customer/candidate lists
Previous engagement audiences
Lookalike audiences
Lookalikes based on relevant candidate/customer data, where sufficient first-party data was available
WhatsApp Conversion Process
This is an important part of your case study because the
screenshot shows messaging results.
Candidate journey
Step 1 — Candidate sees the advertisement
The Meta ad communicates the available job opportunity.
Step 2 — Candidate clicks the messaging CTA
Interested candidates click the WhatsApp/message CTA.
Step 3 — WhatsApp conversation starts
The candidate initiates a conversation with the recruitment
team.
Step 4 — Candidate qualification
The recruiter can ask for:
Name
Job role interested in
Experience
Location
Qualification
Contact information
Resume/CV
Step 5 — Resume/application
Interested candidates can share their resume through
WhatsApp.
Step 6 — Recruitment team follows up
The recruitment team evaluates and follows up with relevant
candidates.
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Google Tag Manager Conversion Tracking Setup
I have set up conversion tracking using Google Tag Manager (GTM) to measure important actions for clients website and help you understand how visitors interact with your website and ads.
What’s included:
Google Tag Manager setup or configuration
Google Ads conversion tracking setup
Google Analytics 4 (GA4) event tracking
Form submission tracking
Phone call / click-to-call tracking
Email click tracking
WhatsApp button click tracking
Button and link click tracking
Conversion event configuration
Google Ads and GA4 integration
Testing and verification using GTM Preview and relevant tracking tools
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SEO Project
This client specializes in architectural services, with
interior design as a complementary offering. Over the past few years, I have
working with them on organic SEO strategies and Google Ads campaigns.
Project Overview
The objective of this SEO project is to improve website
visibility, increase organic traffic, and generate qualified leads through
strategic SEO practices.
The Challenge:
Despite offering high-quality services, their online
platform was struggling to secure top rankings in search engine results pages
(SERPs) and generate meaningful organic traffic.
Several key challenges contributed to this:
·
Limited Online Visibility
·
Competitive Landscape
·
Inadequate Keyword Optimization
·
Limited Organic Traffic
·
Underutilization of SEO Strategies
Addressing these challenges required a strategic and
comprehensive approach to SEO, tailored to the unique needs and goals of website.
Through targeted optimization efforts and the implementation of proven SEO
strategies, website aimed to overcome these obstacles and establish a strong
online presence that would drive significant traffic to their website.
The Solutions:
To address the challenges faced by website and unlock their
online potential, a multifaceted SEO solution was devised, encompassing the
following key strategies:
Technical SEO & Setup
Website Audit – Complete technical analysis and issue fixing
Tracking Setup – GA4, Google Search Console, Google Tag Manager
Event Tracking – Phone calls, email clicks, form submissions, WhatsApp tracking
Keyword Research & Strategy
Comprehensive Keyword Research to identify high-impact search terms
Content Strategy Enhancement aligned with target keywords and business goals
On-Page SEO Optimization
Meta tags optimization (Title, Description)
Content optimization for targeted keywords
Internal linking structure improvement
Local SEO Optimization
Google My Business (GMB) profile optimization
Local citations and business listing improvements
Enhancing local search visibility
Off-Page SEO & Link Building
Backlink building through various off-page activities:
Local citations
Blog submissions
Article and document sharing
Video sharing
Profile creation
Social Bookmarking
Bio Site creations
Others
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Google Ads Campaign
Overview – India Based Client
This case study highlights how a PPC campaign was optimized
to improve conversions and reduce overall advertising costs for transportation
management system software business.
Client Background
Industry: Transportation Management System Software
Business Model: Online Enquiry for Request Demo
Primary Goal: Enquiry through paid advertising
Objectives
Reduce Cost Per Acquisition (CPA)
Improve conversion rate
Increase Return on Ad Spend (ROAS)
Optimize keyword targeting
Strategy Implemented
· Keyword Optimization – Based on Campaign
structure
· Ad Copy Improvement and Creation
· Focused Targeting Method
· Bid Strategy – Based on Campaign Types
Tools Used
Google Ads
Google Analytics
Google Tag Manager
Keyword Planner
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