Iconn is a leading retail company in Mexico managing over 1,800 7-Eleven stores nationwide. In July 2024, they partnered with AMZ Ad Firm and Talkpush to connect ad performance directly to hiring outcomes. The goal was to lower recruitment costs, boost completion rates, and make hiring faster and more predictable.

Key Challenges

Before partnering with AMZ Ad Firm, Iconn’s recruitment ads generated traffic but lacked visibility into actual hiring results.

Key challenges included:

• Disconnected Data: Ad performance was measured in clicks and impressions, not hires or completed applications.
• Low Visibility: Recruiters couldn’t track how many leads were becoming applicants or hires.
• Creative Interruptions: Frequent ad disapprovals disrupted campaign consistency.
• Unstable Conversion Rates: Completion rates stalled at 87.96%, limiting efficiency.‍
• Cost Control: Recruitment costs needed to decrease while maintaining lead quality.

Strategy Implemented by AMZ Ad Firm

AMZ Ad Firm and Talkpush collaborated to turn Iconn’s ad buying into a data-driven recruitment engine. The focus was on visibility, efficiency, and ROI, connecting ad performance directly to completed applications and hires.

The teams restructured ad campaigns, integrated CRM data, and optimized creatives to reduce cost per application while maintaining strong lead volume.

Main initiatives implemented:

1. CRM Integration: Connected ad campaigns directly to Talkpush for full tracking of completed applications and hires.‍
2. Smart Budget Allocation: Reinvested spend into the best-performing ad sets to maximize returns.‍
3. Real-Time Dashboards: Delivered live visibility into cost per application and cost per hire.‍
4. Engagement-to-WhatsApp Campaigns: Increased candidate response speed and conversion.‍
5. Rapid Creative Testing: Implemented backup creatives to minimize ad disapproval downtime.

Key Results

In just a few months, Iconn’s recruitment engine transformed into a data-powered success story. With complete visibility and optimized performance, the team turned advertising into predictable hiring momentum. Here’s what that looked like in numbers:

• ‍Massive CPA Reduction: Recruitment costs fell by more than 50%, from $1.89 to $0.76 in a single month.‍
• Outstanding Completion Rates: Applications now convert at over 90%, reflecting stronger engagement and sharper targeting.‍
• Greater Efficiency: Achieved 20% lower costs while generating 30% more completed applications.‍
• Smarter Targeting: Younger audiences, particularly women aged 18–24, proved to be the most responsive and cost-effective.‍
• Complete Transparency: Recruiters now have a clear view of how every lead progresses from click to hire.

Final Remark

By combining strategic insight with data-driven execution, recruitment became more than just ad buying, it became a predictable systmen for measurable, scalable growth.

Want to turn your ads into a hiring machine like Iconn?
Let’s connect and build a recruitment strategy that drives real results!