Recruiting for 7-Eleven Mexico at $0.65 per completed application

7-Eleven Mexico is run by Iconn, a leading Mexican company in convenience stores, service stations and logistics that manages over 1,800 7-Eleven stores in 13 states. Iconn also pioneered the fuel station plus convenience store model with Petro Seven, and offers storage and distribution through MAS Bodega and Logística.

In July 2024, Iconn partnered with AMZ Ad Firm to optimize recruitment for its stores on Meta Ads, aiming for the most hires at the lowest cost.

• →Creative disruptions: ads were often flagged by the platform and had to be replaced, interrupting campaigns.
• →Completion rates: lead volume was stable, but the share of leads finishing their application, at 87.96%, needed to improve.
• →Audience quality: some segments brought lower-quality leads, especially in regions with lower conversion rates.

• →Consistent delivery: keep campaigns running smoothly despite budget and creative disruptions, replacing flagged ads quickly.
• →Application completion: raise the share of leads who finish the recruitment process.
• →Volume and quality: refine targeting to hold lead volume while improving lead quality, leaning into the most cost-effective audiences.

December 2024 showed clear cost reductions:

• →Cost per conversation started as low as $0.22 in PAC, averaging $0.46 across all regions.
• →Cost per completed application dropped to $0.65 on average.
• →Completion rates rose from 87.96% in November to 89.21% in December.
• →Younger audiences, especially women aged 18 to 24, were the most cost-effective in key regions like PAC and MXP.
• →Budget changes and creative replacements were handled quickly, so campaigns stayed stable and consistent across regions.