Petro Seven: more efficient hiring at a lower cost

Iconn is a leading Mexican company in convenience stores, service stations and logistics. It manages over 1,800 7-Eleven stores in 13 Mexican states. Through Petro Seven, Iconn pioneered pairing fuel stations with convenience stores, and MAS Bodega and Logística provide storage and distribution. In July 2024, Iconn partnered with AMZ Ad Firm to optimize recruitment campaigns on Meta Ads and get the most hires at the lowest cost.

• →Creative disruptions: platforms often flagged ad creatives, forcing replacements that interrupted campaigns.
• →Completion rates: lead volume was stable, but turning leads into completed applications needed work, starting at 87.96%.
• →Audience quality: some segments, especially in lower-converting regions, brought weaker leads.

The goals were steady campaign performance despite budget and creative changes, a higher share of leads completing the process, and targeting that kept volume while raising quality.

• →Handled budget changes and creative replacements quickly to keep campaigns running without disruption.
• →Refined targeting toward the audiences with the best cost and quality, including younger demographics.
• →Tracked performance by region to balance lead volume and quality.

In December 2024, campaigns reported clear cost reductions:

• →Cost per conversation initiated as low as $0.22 in PAC, with an average of $0.46 across all regions.
• →Cost per completed application down to $0.65 on average.
• →Completion rate up from 87.96% in November to 89.21% in December.
• →Women aged 18-24 were the most cost-effective audience in key regions like PAC and MXP.
• →Campaigns stabilized and performed consistently across regions.

Lower costs per conversation and per completed application, plus higher completion rates, gave Iconn a solid base to keep scaling recruitment in Mexico.