Google Ads for Recruiters: 5 Crucial Challenges You Must Overcome

Any successful recruiter will tell you that using Google Ads is one of the best decisions you’ll ever make. Not only does it help you find potential leads for your business, but this advertising platform also allows you to expand your reach even with a limited marketing budget. 

However, what many beginners don’t know is that, similar to other online marketing strategies, Google Ads for recruiters is not a magic wand that will drive up your job applications overnight. It requires effort, dedication, as well as a fair amount of trial and error to get the results that you’re expecting. Once you get a good grasp of how everything works, however, all your patience and hard work are surely worth it. 


What Are the Common Google Ads Hurdles Recruiters Face?

If you’re interested in using Google Ads to attract more traffic and generate more leads, here are the common hurdles you should overcome: 


1. Identifying the right keywords

A successful pay-per-click (PPC) campaign always starts with the right keyword. Using the right keywords in your ads increases the latter’s visibility. However, this is one of the many challenges recruiters often stumble on when using Google Ads. 

To identify the keywords or phrases you should use, start your PPC campaign with keyword research. Find out what words you think job seekers will use to find you online. Then, identify which of these words are most relevant to your business. Use Google’s Keyword Planner to figure out which terms you should bid on and use in your campaign. 

It also helps to get to know your target audience well. Create employee personas and learn about their browsing habits. Doing so can give you ideas on what interests your prospects, which will make it easier for you to craft ads later on. 


2. Keeping CPC low

cost per click image

While Google Ads for recruiters allow you to compete with more prominent companies that have bigger marketing budgets, keeping cost per click (CPC) low is still a challenge for many people in this industry. The most common reason for this is that they use more popular keywords in their ads. Since popular and competitive keywords cost more than their less popular counterparts, bidding on them can sap your funds faster than you expect. 

To avoid running out of funds quickly, choose less popular keywords. Also, instead of using broad match keywords, consider more specific ones. Incorporating long-tail keywords can help, too, especially if you’re targeting job seekers in niche industries. 


3. Improving conversion with landing pages

The landing page is a vital part of advertising successfully on Google. It is because when determining the search ranking of your ads, the search giant considers not only the content of your ads but also the landing page where they redirect users. 

Here’s how you can overcome this hurdle. You should create a dedicated landing page for each of your ads instead of just sending your audience to your homepage. Then, ensure that your landing page has relevant keywords and reflects what’s written on the ad. This means that if the advertisement contains the search terms “web developer Northampton,” the landing page should also include the words “web,” “developer,” and “Northampton.” 

By ensuring that your landing page matches with your ad, you’re helping Google show your ads to more people. Also, it helps prevent confusion amongst job seekers who clicked on your ad by letting them know that they are on the right webpage. 


4. Writing better ads

Because of the limited character count, writing good and compelling Google ads can be challenging. However, don’t let it get to you because you can make it work despite this particular handicap. 

To make your Google Ads more effective, ensure that they have the appropriate keywords. Also, don’t forget about the display URL. Users are more likely to click on an ad if they exactly know what the advertiser is offering. Therefore, use the display URL to give job seekers an idea of what your company is all about to improve your click-through rate.  

End your ads with a strong and compelling call to action or CTA. To prevent confusion, use only one CTA per ad so job seekers will know exactly what to do after clicking on your link. 


5. Monitoring your performance

Of all the challenges businesses face when using Google Ads for recruiters, tracking their progress seems to be the simplest yet most overlooked one. As mentioned earlier, success on this marketing platform is often achieved after a series of trial and error. You need to know what you’re doing wrong so you can make the necessary adjustments that will help you obtain better results. 

For this reason, it’s vital to monitor your performance. Use Google Analytics and other tracking tools to determine which ad drives the most traffic and which one is lagging. By tracking your progress and identifying your shortcomings, you can manage a more efficient Google Ads campaign for your recruitment business. 



Google Ads is a useful tool for attracting the attention of job seekers. However, it can be an enigma for recruiters, especially the beginners. To obtain better results with Google Ads, you must overcome the hurdles recruiters commonly face by educating yourself and continuously improving your strategies. 

At Recruitment Traffic, we can help you leverage the power of Google Ads to reach more job seekers and generate more leads for your recruitment business. Contact us today.

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