How Iconn turned recruitment ads into a 90% completion engine

Iconn is a leading Mexican company in convenience stores, service stations and logistics. It manages over 1,800 7-Eleven stores across 13 states, 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 and Talkpush to connect ad performance directly to hiring. The goals: lower recruitment costs, higher completion rates and faster, more predictable hiring. Its recruitment ads were generating traffic, but not visibility into actual hires.

• →Disconnected data: ads were measured in clicks and impressions, not completed applications or hires.
• →Low visibility: recruiters could not see how many leads became applicants or hires.
• →Creative interruptions: frequent ad disapprovals broke campaign consistency.
• →Stalled conversion: completion rates were stuck at 87.96%.
• →Audience quality: some segments brought lower-quality leads, especially in regions with lower conversion rates.
• →Cost control: recruitment costs had to come down without hurting lead quality.

AMZ Ad Firm and Talkpush turned Iconn's ad buying into a data-driven recruitment engine focused on visibility, efficiency and ROI. The teams restructured campaigns, integrated CRM data and optimized creative to cut cost per application while keeping lead volume strong.

• →CRM integration: campaigns connected directly to Talkpush to track completed applications and hires.
• →Smart budget allocation: spend reinvested into the best-performing ad sets.
• →Real-time dashboards: live visibility into cost per application and cost per hire.
• →Engagement to WhatsApp campaigns: faster candidate responses and higher conversion.
• →Rapid creative testing: backup creatives ready to minimize downtime from ad disapprovals.

-50%+

Cost per application

90%+

Completion rate

$0.46

Avg. cost per conversation, Dec. 2024

$0.65

Avg. cost per completed application, Dec. 2024

• →Recruitment costs fell by more than 50%, from $1.89 to $0.76 in a single month.
• →Applications now convert at over 90%, up from 87.96% in November and 89.21% in December 2024.
• →Costs dropped 20% while completed applications grew 30%.
• →In December 2024, cost per conversation started was as low as $0.22 in PAC and $0.46 on average across regions, with cost per completed application averaging $0.65.
• →Younger audiences, especially women aged 18 to 24, were the most responsive and cost-effective, notably in PAC and MXP.
• →Recruiters now see how every lead moves from click to hire.

Recruitment stopped being just ad buying and became a predictable system for measurable, scalable growth.