Alorica's recruitment on Meta Ads: 42% lower CPL and 40% completion

Alorica is a global customer service BPO that provides customer support, technical assistance and sales retention for major brands in technology, healthcare, finance and retail. In July 2024 it partnered with AMZ Ad Firm to optimize its recruitment campaigns on Meta Ads in LATAM, the U.S. and the Philippines.

• →High CPL: early campaigns cost more per lead than the target efficiency benchmarks.
• →Low completion: only 25% of applicants finished the application, shrinking the pool of qualified candidates.
• →Uneven lead quality: engagement campaigns produced more, cheaper leads, but with lower TalkScore ratings.

• →Cost efficiency: lower CPL while maintaining or improving lead quality across every location, using sharper targeting and audience segmentation.
• →Application completion: optimize the chatbot flow and remove unnecessary questions from the application.
• →Volume and quality balance: run engagement and lead form campaigns side by side to get cost-effective, high-quality leads, backed by streamlined budget management.

• →CPL fell 42% during the first Engagement to Messenger experiments.
• →Application completion rose from 25% to 40% after the chatbot changes.
• →Engagement campaigns delivered more leads at lower cost, while lead forms kept higher TalkScore ratings, giving Alorica a working balance of cost and quality.
• →The TalkScore pass rate held steady at 91% across all sites.

The result: Alorica hit its recruitment goals across LATAM, the U.S. and the Philippines while balancing cost efficiency with lead quality.