Iconn is a leading Mexican company operating across the convenience store, service station, and logistics sectors. The company manages over 1,800 7-Eleven stores in 13 Mexican states, offering essential products and services for daily consumer needs. Through its Petro Seven brand, Iconn pioneered the combination of fuel stations and convenience stores, while its MAS Bodega and Logística provide storage and distribution solutions to various industries. Iconn partnered with AMZ Ad Firm in July 2024 to optimize its recruitment campaigns via Meta Ads, aiming to maximize hires at the lowest cost​​.

Pain Points

1. Creative Challenges: Ad creatives were frequently flagged by platforms, requiring replacements and disrupting campaign flow​​.
2. Low Completion Rates: While lead volume was stable, conversion from leads to completed applications required improvement, with completion rates initially at 87.96%​.
3. Audience Quality: Some segments exhibited lower-quality leads, particularly in regions with lower conversion rates​​.

Challenges

Streamlining Ad Performance

Ensuring consistent campaigns despite budget and creative disruptions.

Improving Application Completion

Increasing the percentage of leads completing the recruitment process.

Balancing Volume and Quality

Optimizing targeting to maintain lead volume while improving lead quality.

Results

Cost Efficiency and Volume

Campaigns achieved notable cost reductions, with December 2024 reporting:

• Cost per Conversation Initiated: As low as $0.22 in PAC, averaging $0.46 across all regions.
• Cost per Completed Application: Dropped to $0.65 on average​.

Improved Completion Rates

Completion rates increased slightly from 87.96% in November to 89.21% in December, indicating improved targeting and ad performance​.

Audience Optimization

Focus on younger demographics, particularly women aged 18-24, yielded the most cost-effective results in key regions like PAC and MXP​​.

Streamlined Operations

Budget and creative replacements were handled promptly, minimizing disruptions. Campaigns stabilized, ensuring consistent performance across regions​​.

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By addressing Iconn's challenges and optimizing ad campaigns, AMZ Ad Firm significantly improved recruitment efficiency. Achieving lower costs per conversation and completed application while enhancing completion rates, AMZ helped Iconn scale its recruitment processes in Mexico, providing a robust foundation for continued growth in a competitive market.