Case Study / Healthcare Staffing Agency

Lead Flow Increased by 10X



Company Info
Andy Hartman
Marketing Director

2002
Founded

Cincinnati, OH
Headquarters

Company

A recruiting and healthcare staffing agency with a focus on filling travel nursing jobs. Trustaff represents skilled healthcare professionals and helps place them at exceptional facilities in all 50 states, offering high-paying positions for every specialty and modality.

Challenge

With travel nurses often earning 20-30% more than their staff counterparts, these positions have become highly sought after. This demand has led the healthcare staffing industry to become extremely competitive. Trustaff recognized that building and fostering relationships with travel nurses in the market was crucial to succeed. Consequently, lead generation has been a primary focus in their marketing efforts. Getting consistent leads to their recruiters at a reasonable cost per lead turned out to be quite a struggle. They were competing on paid search with companies 5-10x the size with significantly larger budgets.


Through constant A/B testing of ad text and landing page changes, consistent progress was made to both increase lead flow and decrease cost/lead.


Solution

Catch began by restructuring the Paid Search campaigns and redesigning the landing pages to focus on communicating a consistent message around the value that trustaff brings in comparison to their larger competitors. Through constant A/B testing of ad text and landing page changes, consistent progress was made to both increase lead flow and decrease cost/lead. In addition to increasing lead flow, through a feedback loop with the recruiters, Catch was able to increase the quality of the leads through keyword tuning and adjustments to landing pages.

Results

This restructure and consistent optimization led to the cost per lead decreasing by 83% while increasing lead flow by 10x.