Recruiting with Google Ads: How to attract targeted candidates

Job portals, social media posts, recruiters – recruiting can quickly become expensive and frustrating. Especially when you end up with only unsuitable applications. Google Ads offers an exciting alternative: you can target people who are looking for a job like yours – and do so exactly when they are most receptive.

This article shows you how to use Google Ads effectively in recruiting – explained simply and with practical examples.

1. Why is Google Ads worthwhile for job ads?

• Target active job seekers: When people search for “electrician job Munich” or “Java developer Berlin,” your ads appear directly in their field of vision – without having to go through job portals.
• Reach passive talent too: Using context-related terms such as “nursing training” or “blender 3D tutorial,” you can reach potential candidates who are not actively looking for a job but may be receptive to an attractive change of scenery.
• Regional and precisely controllable: You determine where your ads are displayed – within a radius of 10 kilometers or only in certain districts. Ideal for regional skilled worker searches.
• Transparent cost control: You set a daily or monthly budget and only pay when someone actually clicks. The cost per click depends on the competition – anything from less than one euro to double digits is possible.
• Measurable success: With clean conversion tracking, you can see which campaigns are really generating applications – and where your budget is being wasted.
• Early feedback: Depending on the search volume, initial data is available after just a few days. You can see what works – and what doesn’t. This allows you to optimize accordingly.

2. Campaign strategies – how to get the most out of Google Ads

Google Ads does not work on the principle of “one ad for everything.” Depending on who you want to reach, you need different approaches. Here is an overview of strategies that have proven themselves in practice:

Specific keyword campaigns

The classic approach. With terms such as “mechatronics engineer job in Vienna” or “part-time nurse in Linz,” you appeal to people who already know what they want. These searchers are often highly qualified—and quick to act.

Industry-specific campaigns

If you want to fill several positions in one area – such as “catering jobs in Salzburg” or “remote IT jobs” – a broad campaign is worthwhile. Combined with sitelinks (e.g., “service,” “kitchen,” “bar”), you can lead applicants directly to the right job.

Generic location searches

Terms such as “jobs in Cologne” or “job vacancies in Linz” provide a wide reach – ideal if you have many vacancies in a broad spectrum to advertise at the same time. To make your ad stand out, include specific benefits and additional services directly in the ad text.

Competitor keywords

Also permitted: search terms such as “IT jobs Siemens” or “administration jobs City of Vienna.” This allows you to reach people who are already looking for a job and offer them an alternative directly. It is important to clearly highlight why your offer is better.

Context keywords

People who are looking to further their professional development are often open to new perspectives. Terms such as “Scrum training” or “further training for nursing staff” offer a good opportunity to discreetly highlight vacancies without coming across as pushy.

Performance Max campaigns

Here, Google takes care of the placement on various channels (search, display, YouTube, Discover). The prerequisite: a structured data feed with job titles, locations, and landing pages. Performance Max is powerful, but often only works if conversion data is already available.

Remarketing

Someone visited your career page but didn’t apply? With remarketing ads, you can remind these users again – cost-effectively and in a targeted manner. Ideal: a 30-day window to maintain a balance between relevance and data protection.

3. Campaign setup & bidding strategies

1. Structure: It’s better to build several small, thematically focused campaigns than a confusing mix. Rule of thumb: one campaign per location or job group.
2. Ad formats: Responsive Search Ads (RSA) are standard. If you want to test specific elements, create several variants with fixed text modules (“pins”) and compare their performance.
3. Bidding strategies: Start with “Maximize clicks” or manual bids to collect initial data. Only when you have enough conversions (30–50) is it worth switching to “Target CPA” or “Maximize conversions.”
4. Budget control: Budgets are set at the campaign level. If certain ad groups are performing particularly well, it is worth separating them into separate “high-potential” campaigns with their own budget.
5. Delivery: As a rule, campaigns that run 24/7 work best. However, restrictions based on time or device are useful in exceptional cases—for example, if you see that people mainly apply in the evening.

4. Landing page & application process

• Use the most relevant landing page: For specific job enquiries, ideally link directly to the relevant position; for broader searches such as “jobs in Munich”, link to an overview page with relevant offers.
• Mobile-optimized: More than 60% of applicants often come via mobile devices. Pages should load quickly and be clearly structured.
• Faster application: One-click form, upload function, or even application by email—the main thing is that it’s straightforward.
  A PDF is often more convenient than a form with 20 fields.
• Track email conversions: An individual email address that is only used for traffic via Google Ads (e.g., job123@firma.de) also allows you to track whether an application was submitted by email.

5. Measure & optimize success

1. Set up conversion tracking: Whether it’s a form, a click on an email link, or a phone call – everything should be measurable. Tools such as Matomo help you generate good (and lots of) data without cookies.
2. Micro and macro metrics: Clicks on “Apply now” (micro) vs. actual applications or hires (macro). Both are important.
3. A/B testing: One variable per test – e.g., job title or button text. Results become meaningful after approx. 200–300 clicks per variant.
4. Evaluate campaigns regularly: Which ad texts work? Which keywords are ineffective? Evaluations by day of the week, device, or location often yield interesting insights.

6. Common mistakes – and how to avoid them

• Too broad keyword strategy: If you bid on everything, you often get nothing suitable.
• No conversion tracking: You don’t know what works – and end up paying for hot air.
• Landing page linked incorrectly: Anyone who is sent from an ad to the home page will bounce.
• No remarketing: Prospective customers who have already visited your site will be lost – even though they were almost ready to convert.

7. Conclusion

Google Ads is not a miracle cure – but it is an extremely powerful tool when used correctly. It is measurable, scalable, and flexible – making it perfect for modern recruiting. With the right campaigns, the right keywords, and a smooth application process, you can attract new employees in a targeted manner – instead of endlessly hoping that someone will get in touch.