Healthcare Recruitment PPC and Landing Pages for NH Staffing

Context & Challenge

NH Staffing had healthcare roles to fill and needed more qualified applicants. Nurses and technicians were being approached by several staffing agencies, while the existing advertising was not providing the scale or quality the team needed. The campaign brief focused on reaching relevant candidates and giving them a clear route from the ad to the application.

We needed to understand who each role was suitable for and what would make that candidate respond. The work connected performance marketing, PPC and lead generation with the application experience, so the campaign could be reviewed beyond its click count. Candidate quality and completed hiring remained separate questions for NH Staffing’s recruitment records.

Our Approach & Strategy

We segmented the candidate audiences around travel nurses, per diem staff and medical technologists. Each had different reasons for considering a role and different search behaviour. Google Performance Max provided the campaign structure, with audience groups and ad creative tailored to those motivations and the positions available.

We built landing pages for the main positions, matching the message, imagery and calls to action to the role. Marketing automation supported follow-up from initial interest through partially completed applications. This connected the advertising with the steps a candidate needed to take after arriving on the site.

We met weekly with the NH Staffing team to review dashboards, creative and budget allocation. The discussions gave the team a regular point to compare campaign response with the recruitment context and agree on adjustments, rather than leaving the advertising to run without feedback from the people handling candidates.

Creative Process

We produced ad variations with different messages, visuals and headlines for the roles. Some highlighted pay rates; others focused on flexibility, travel benefits or hiring speed. This gave the team specific propositions to compare rather than relying on one general healthcare-recruitment message.

We developed, tested and revised the creative in short cycles. Staff photography was used with permission, supported by clear layouts and a mobile application route. Reviewing those pieces together helped keep the role information consistent from the ad through to the page a candidate reached.

The mobile-first landing pages were built around the candidate’s application route. Tracking covered the campaign and funnel stages so the team could review where people responded or stopped. That reporting supported optimization, while qualification and hiring decisions still depended on the information collected by the recruitment team.

The application pages brought role information and the next step into the same mobile layout. The aim was to make it easier for interested candidates to assess a position and continue the application without having to search through unrelated pages.

Execution & Deliverables

• Advanced Performance Max Campaigns:
  Multi-channel PPC, with ad sets for each healthcare role and region.
• Custom Landing Pages:
  Unique, SEO-friendly pages for each job type, optimised for conversion.
• Marketing Automation:
  Automated follow-ups for partially completed applications, plus data capture for future roles.
• Ongoing Creative Refresh:
  Weekly review and launch of new creative variations, informed by data.
• Integrated Analytics:
  Custom dashboards in Google Analytics and HighLevel, bringing tracked lead activity and campaign spend into the same review.

We shared the deliverables and reporting through Setsail’s client portal. Weekly meetings provided a place to discuss the campaign response, review candidate feedback available to the client and agree on changes to creative or spend.

Tangible Outcomes

The numbers tell the story best:

• Reporting period: March 1–31, 2025.
• Google Ads cost: approximately $1.05K.
• Clicks: approximately 2.05K.
• Reported conversions: 292.00. This is not a verified count of unique qualified applicants or completed hires.
• Platform-reported Actual ROAS: 2,515.04%. This is the Google Ads reporting label, not independently verified realized revenue or profit.

The chart provides an advertising result for a defined month. To assess recruitment performance, those reported conversions need to be reconciled with NH Staffing’s application and hiring records. That would distinguish repeat or partially completed actions from unique candidates, qualified applicants and people ultimately placed in a role.

Lessons Learned & Next Steps

The project connected audience segments, creative tests, landing pages and weekly client feedback. An ad introduced the role, while the page and application process shaped what happened next. Candidate records were needed to assess the quality of that response.

Looking ahead, we’re now expanding this framework for other staffing and recruitment clients, and continuing to refine our HighLevel and Google Performance Max playbook for healthcare and beyond.
If you’re facing similar recruitment or lead generation challenges, see how our performance marketing and Social Media services could move your business forward.