01 / Recruitment
HR Holding
Multi-brand recruitment holding operating across Poland, Germany and the Netherlands. We built a lead generation system across Meta Ads, Google Search and automated qualification funnels.
About
The client.
A recruitment holding with several specialised brands targeting blue-collar and skilled-trade candidates in Poland, Germany and the Netherlands, plus international sourcing across India, the Philippines and Ukraine.
- Industry
- Recruitment · HR · Staffing
- Markets
- PL · DE · NL · sourcing from IN, PH, UA
- Engagement
- 8-month transformation · ongoing retainer
- Stack
- Meta Ads · Google Search · HubSpot · Make / Zapier
02 — The challenge
47 campaigns,
no clarity.
The holding ran 47 active Meta campaigns across multiple brands and markets, with overlapping audiences, inconsistent creative, and no shared qualification layer. Sales were drowning in unqualified contacts.
- A.CPL ranged from 1.5 zł to 9.5 zł across campaigns with no clear pattern
- B.Lead quality varied — most contacts didn't meet basic qualification
- C.No automated routing — every lead handed manually to the right brand
- D.Google Search untouched — competitors owned the high-intent traffic
03 — What we did
One system,
three markets.
Five disciplined moves — audit, segmentation, search, automation, reporting.
Account audit + restructure
Cut 47 noisy campaigns into 6 disciplined clusters by brand × market × role. Killed audience overlap, restored signal density.
Geo-segmented Meta ads
Native-language creative per market (PL, DE, NL) and per source country (IN, PH, UA). Lead-form ads with built-in pre-qualification questions.
Google Search layer
High-intent keyword campaigns per market — "praca operator", "Stellenangebote", "vacatures". Match types curated weekly.
CRM + automation
Make.com pipes leads from Meta forms → HubSpot, scores them on qualification rules, auto-routes to the right brand-team SDR within seconds.
Weekly reallocation
Each Monday: 30-minute call to review CPL by brand and market, kill underperformers, push spend where qualified rate is climbing. No quarter-long bets — small, frequent decisions.
04 — Results
Eight months.
16,759 qualified leads.
Cleaner pipeline, lower cost, more predictable hires across three markets.
05 — Live dashboard
Real numbers,
real account.
A snapshot from the Meta Ads dashboard — top performers from the 47-campaign portfolio.
| Campaign | Results | Reach | Impressions | Cost / result | Spend |
|---|---|---|---|---|---|
| HINDUSI · Lead-form operator | 201 | 9,037 | 28,168 | 1.81 zł | 364.70 zł |
| LG · Cała Polska | 100 | 13,255 | 26,918 | 5.86 zł | 585.89 zł |
| LG · Core | 76 | 12,099 | 26,219 | 9.55 zł | 725.96 zł |
| ESTRA · Lead-form | 256 | 25,062 | 57,295 | 2.83 zł | 725.50 zł |
| ESTRA · Core | 111 | 13,137 | 24,667 | 5.31 zł | 589.27 zł |
| FILIPINY · Nowa test | 388 | 11,548 | 46,647 | 1.53 zł | 593.78 zł |
| LG NOWA · Tailored leads | 6 | 2,027 | 2,799 | 7.72 zł | 106.31 zł |
| LG NOWA · Core | 9 | 3,216 | 4,726 | 6.14 zł | 145.30 zł |
| ESTRA Zabrze · UA | 3 | 969 | 1,115 | 9.44 zł | 28.31 zł |
| + 37 more campaigns | — | — | — | — | — |
| Total · 47 campaigns | 16,759 | 503,598 | 1,430,237 | 1.60 zł avg | 26,778.83 zł |
Campaign names sanitised · per-NDA
In the client's words
"Recruitment finally feels like a system, not a scramble. Pipeline is predictable across all three markets."
Piotr K.
Head of Acquisition, HR Holding
Running multi-market recruitment ads? Book a free call — we will audit your portfolio in 30 minutes.