Keystone Adolescent Center Case Study

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 Attract qualified applicants for multiple positions via Facebook Ads. 

 Keystone Adolescent Center needed to fill several staff positions quickly. They partnered with Complex Marketing Solutions to launch a targeted Facebook campaign focused on starting real-time Messenger conversations with potential applicants. 

 We created a Messenger-based ad campaign optimized for conversations, using engaging creative and clear, action-oriented copy. The goal was to drive qualified candidates into direct Facebook messages where the we could quickly vet interest and guide next steps.

Key tactics included:

• Geo-targeting around Keystone’s facility locations
   
• Messaging-focused call to action: "Start the Conversation"
   
• Ad creative tailored to young professionals and those with experience in youth care

 Within the first week of the campaign, Keystone Adolescent Center saw strong engagement, generating 8 messaging conversations at a cost of just $4.37 per conversation, totaling $34.97 in ad spend. After reviewing initial results, we optimized the creative and targeting, leading to another 7 conversations in week two at a cost of $4.92 per conversation, with $34.51 spent. In total, the two-week campaign generated 15 direct candidate inquiries through Facebook Messenger for under $70—proving to be a highly cost-effective approach to recruitment.

 This campaign demonstrated that Facebook Messenger ads are an effective tool for recruitment. By focusing on direct conversations rather than traditional job board listings, we were able to connect Keystone with potential applicants quickly and affordably. The cost per lead remained under $5 throughout, proving that conversation-based ads offer both efficiency and scalability for hiring campaigns. 

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