Career Beacon.
Doubled monthly spend for a Canadian job board while holding the cost KPI.
Me, walking the live dashboard.
Career Beacon is a Canadian job posting site, an Indeed style board for the Canadian market. The conversion is a click on Apply Now, tracked in cents rather than dollars, with a strict KPI between $1.00 and $1.50. The account converted cheaply, but every attempt to scale spend blew the cost up.
Scaled in steps, not jumps
I raised spend month over month, from about $5,000 in June to $8,400 at peak, watching the cost per apply click at every step instead of doubling overnight.
Search as the core, Demand Gen as the new layer
Search campaigns are the proven winners here. Display had failed badly at $5 to $10 per conversion, so I replaced it with Demand Gen, which came in around $1.36, a workable second channel.
Held the KPI through the scale
The cost per apply click moved from $0.68 to about $1.10 as spend doubled, staying inside the agreed $1.00 to $1.50 band the whole way.
Monthly spend roughly doubled and stayed there, with the cost per apply click held inside the KPI throughout, and Demand Gen added as a second working channel.
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