Practical Google Ads Tips for Your Online Recruitment

​Guest Post by Chris Anderson

Search engines such as Google have become popular go-to places for people looking for jobs. Therefore, it makes sense for business owners and recruiters to use Google Ads as this is an effective way of helping job seekers and connecting them to your clients.

Digital ads have a way of leveling the playing field. With the correct content, even small online recruiters can boost their standing among their larger competitors.    

Why are Google Ads Essential?

When you post on job boards, you are only paying for the placement. However, there is no guarantee that the most suitable candidates will ever see these ads, never mind respond to them. This means that your return on investment (ROI) is also uncertain. Although there is a chance that someone will answer, there is also the possibility that no one ever will.

Fortunately, Google Ads can significantly improve the chances of your content being displayed to the correct candidates. Indeed, this article cited an Adspend report stating that Western companies can spend around half of their digital advertising budget on Google Ads.

By investing resources in paid ads, you can make your job offers more searchable. Nevertheless, you will also need to add appropriate keywords to further increase your chances of filling the job positions. You should try to incorporate specific keywords on your landing pages to boost your ranking on the Google search results pages. 

Google Ads can Bring New Candidates

Companies are now outsourcing their human resources requirements. Employers are currently seeking the advice of professionals to devise strategic means of hiring the right people. They no longer rely on the traditional method, such as posting positions on job boards. They prefer a more hands-on approach rather than waiting for the ideal applicant to appear. So, how can you convince clients that you can provide the right candidates?

Google Ads can help you achieve this objective while making your company an authority in the recruitment industry. Since more candidates are also relying on search engines for their job searches, your ads will help you attract their attention. This means recruiters will need to connect, mentor or develop relationships with job candidates. This is a sure-fire way of presenting a professional candidate who will perfectly suit an employer’s job position.

Convince Employers to Outsource their Recruitment

Creating content for Google Ads is not easy. In most cases, recruiters need someone with specialized skills to write copy for their ads. You will also need to find innovative ways of managing campaigns and tracking their performance.  

Should employers decide to use an in-house team for such tasks, they will need to invest precious resources in training and tools. Without this investment, the HR personnel assigned to the role will have a difficult time replicating the success of online recruiters.

This means that the idea of delegating recruitment to professionals is appealing to many potential clients. Outsourcing this task saves both time and money. Companies are well aware that it takes time to develop skills in creating suitable ads for job positions.

Once employers have decided to utilize outside recruitment services, they will naturally prefer to hire those with the best skills and experience. You must be able to convince these potential clients that you have the expertise to find the most suitable people. To do this, make sure that you have a significant pool of talented job candidates.

How to Choose Keywords for your Ads

As an online recruiter, you will need tools to search for and use the correct keywords. One such resource is the Google Keyword Tool and, as an added bonus, it’s free! This helps you break down searches into local and national categories. You can also see the level of competition for each keyword. This will allow you to decide whether or not such terms are worthy of investment. Ideally, you should choose words or phrases that have a high search volume but minimal competition.

What are Long-tail Keywords?

These are phrases that are composed of three to five words. They can benefit your search engine rankings. You can incorporate specific phrases that are only applicable to one particular company or employer. For example, ‘jobs’ as a keyword is too broad. A long-tail keyword, such as ‘accounting position in London’, is much more specific.   

Keep Track of Your Ad Budget

Maintaining ads usually comes at a price so it is important to monitor your budget and expenses. Remember, wise allocation of funds is essential for any successful advertising campaign. Moreover, when you experience high traffic or more hiring opportunities, you can consider increasing or maximizing your campaign budget.  

Tips for Writing an Effective Google Ad

When writing content for your ads, consider these guidelines:

1. Use a specific keyword for each ad

Placing a keyword in the ad copy allows the search engine to highlight that particular term for searchers. It is crucial that you conduct thorough research in order to discover which keywords will make your ad copy competitive in Google and other search engines.

2. Analyze your ad results

To determine whether your ads are effective, scrutinize the click-through-rate (CTR). Generally, a higher CTR means lower costs. It can also impact your return-on-investment (ROI). To help with your review, conduct some A/B testing to select the best performing keyword for your ads.

3. Think like a job candidate

Remember, you are writing copy to produce recruits. For example, if you were looking for a job, what would you type in the search engine or use as a keyword?

By adopting the mindset of a jobseeker, you will find it easier to write ads that will grab the attention of your audience. You could also choose and use various titles, offers and even word orders to convince people to click on your ads.


Successful recruiters can make use of Google Ads to appear on the search engine results pages. Besides organic searches, paid ads can give you a head start over your competition. However, you will need relevant skills and experience to launch an effective and successful advertising campaign. The tips and tools provided here are only a few of the strategies available to you. Remember, there is no single solution for every situation so you will probably need to devise customized assistance for particular clients. It is also safe to say that there may be various possible solutions that can be incorporated into your campaign. 

Author Bio:  Chris Anderson is a search engine optimization (SEO) and pay-per-click (PPC) expert with over 15 years’ experience in online marketing. As Head of Recruitment Traffic, he builds strong and lasting relationships with recruitment businesses by providing them with client leads, candidate applications and significant bottom-line results.

Nancy Gaines

Nancy Gaines is CEO/Founder of Gain Advantages Inc. and has been advising small businesses and Fortune 100 companies how to increase revenues through proven systems for almost two decades. She is a best-selling author and international keynote speaker. Nancy has been named in the Top 100 Productivity Experts to follow on Twitter and has a global podcast downloaded in over 95 countries. Her main focus is creating business processes with actionable steps so her clients achieve more consistency, ease, and ultimate success.