CPL-Based Performance Marketing Success: Resume/CV Deliveries

Overview

A leading job portal in India launched a CPL (Cost Per Lead) based marketing campaign to maximize resume/CV deliveries while maintaining an optimized CPL (Resume Delivery).

Objectives

The campaign aimed to:

  • Increase resume/CV deliveries
  • Improve cost efficiency
  • Optimize conversion rates

Key Metrics

  • Resume/CVs Delivered
  • CPL (Resume Delivery)
  • Lead-to-Resume Delivery Ratio
  • Return on Ad Spend (ROAS)

Strategy & Execution

Target Audience:

  • Fresh Graduates (0-2 years experience)
  • Mid-Level Professionals (2-10 years experience)
  • Senior Executives (10+ years experience)
  • Job seekers from industries like IT, BFSI, Marketing, Engineering, Healthcare, Retail, Logistics, Education, FMCG, Legal, Media, and Startups.

Marketing Channels:

  • Affiliate Marketing & Partnerships – Job agencies, career platforms, and ed-tech companies.
  • Influencer Marketing – LinkedIn influencers, career consultants, and job-related YouTubers.
  • WhatsApp Marketing – Automated engagement, chatbot support, and instant resume deliveries.

Ad Messaging & Optimization:

Ad Variants:

  • “Your Resume, Your First Impression – Make It Count!”
  • “Land More Interviews with a Professionally Crafted CV”
  • “Get Noticed! Upgrade Your Resume Today”
  • “Fast-Track Your Career with a Pro Resume”

Optimization Techniques:

  • A/B Testing: Variations in creatives, CTAs, and messaging.
  • Landing Page Enhancements: Easy sign-up, testimonials, and a seamless resume delivery process.

 

Adsolave Media
Registration + Resume Delivery 2

Campaign Performance (2023-2024)

During the first quarter (Q1 2023), the campaign delivered 38,000 resumes with a lead-to-resume delivery ratio of 84%. As optimization efforts improved, including WhatsApp follow-ups and influencer-driven awareness, the lead-to-resume delivery ratio increased to 89% in Q2, with 44,500 resumes delivered.

By the third quarter (Q3 2023), additional enhancements, such as A/B testing and personalized career success stories, contributed to 52,000 resume deliveries while improving the delivery ratio to 90%. The final quarter (Q4 2023) saw the highest performance, with 63,000 resumes delivered and a 91% lead-to-resume delivery ratio.

Over the entire campaign period, a total of 272,500 resumes were delivered, achieving an optimized lead-to-resume delivery ratio of 92%, while maintaining a stable CPL of INR 110 per resume delivery.

Key Learnings & Optimizations

CPL Optimization via Partnerships

  • Maintained a stable CPL of INR 110 through affiliate and influencer collaborations.

Enhanced Resume Delivery Rates

  • WhatsApp follow-ups improved the Lead-to-Resume Delivery Ratio from 84% to 92%.

Best Performing Channels:

  • Affiliate Marketing – 88% resume delivery rate.
  • Influencer Marketing – 10% boost in organic registrations.
  • WhatsApp Marketing – 78% engagement in follow-ups.

Conversion Rate Improvements:

  • Career Success Stories + Testimonials → 35% more registrations.
  • Simplified Form + Resume Preview → 18% better resume delivery ratio.

Final Outcomes & ROI

  • Total Resumes/CVs Delivered: 272,500+
  • Lead-to-Resume Delivery Ratio: 92%
  • ROAS: 4.7x

Conclusion

This CPL-based campaign successfully delivered 272K+ resumes through a combination of affiliate partnerships, influencer marketing, and WhatsApp automation. By optimizing cost efficiency and refining targeting, the campaign maximized engagement and conversions.

For the fiscal year ended May 31, 2005, revenues increased 12 percent to $13.7 billion, compared to $12.3 billion in fiscal year 2004. Changes in currency exchange rates contributed three percentage points of this growth, while the acquisition of Converse and Starter added one point. Full year net income was up 28 percent to $1.2 billion, or $4.48 per diluted share, versus $945.6 million, or $3.51 per diluted share, in 2004.