PowerUs case study
Localised talent acquisition with Google Ads
Case study by Jan Wischniewsky
PowerUs connects electricians and skilled trades with local employers. Search campaigns were localised down to city level and measured against actual hires, not sign-ups.
- Career platform, lead gen
- Germany
- Google Search
+190%
Platform sign-ups
+160%
Job postings from local companies
+25%
Application-to-hire rate
-30%
Cost per acquisition
Challenge
Generic national campaigns in a competitive recruiting market.
Conversion tracking stopped at sign-up, so campaigns could not optimise for placements.
Approach
Make every ad local and every conversion real: city-level ad customisers, location-intent keywords and offline hire data fed back to Google.
What I did
- Google Ads with location-specific ad customisers for regional messaging
- Keyword strategy on high-intent local terms such as "electrician jobs in [city]"
- Expanded conversion tracking covering online applications and offline engagements
Project scope
- Role
- Hands-on execution
- Services
- Geo-targeted search, Ad customisers, Offline conversion tracking
Learnings
- Offline hire data was the lever: once Google could see placements, CPA dropped without touching bids by hand.
Tools
- Google Ads
- Offline Conversion Import
- GA4
- Google Tag Manager