Ad Review Call — 2026-04-05
Overview
Quick pre-call review of Didion's campaign performance ahead of Melissa's client call the following day. Didion's campaigns are currently focused exclusively on employment/recruitment advertising. Performance is acceptable but the channel mix warrants discussion with the client.
Attendees: Melissa Cusumano, Gilbert Barrongo, Mark Hope
Campaign Performance
Didion is running recruitment ads on Google Ads and Meta. All active campaigns are STEM/general recruitment-focused.
| Metric | Value |
|---|---|
| Clicks | ~2,000 |
| Conversions | 22 |
| Cost Per Click | $0.91 |
| Click-Through Rate | Low |
Notes:
- CPC is cheap, which is a positive for the channel
- CTR is low, which Mark noted is somewhat expected for this ad type on Google
- 22 conversions on 2,000 clicks is a modest conversion rate
- The client recently laid off staff but still has active hiring needs — Melissa planned to confirm current recruitment priorities on the follow-up call
Key Decisions
- No immediate changes made to Didion campaigns during this review
- Melissa to confirm with the client whether current campaigns should be updated or expanded
Action Items
- [ ] Melissa — Confirm with Didion client whether recruitment campaigns should be updated, paused, or expanded (call scheduled day after this meeting)
- [ ] Melissa — Raise LinkedIn as a potential recruitment advertising channel
Recommendations
LinkedIn for recruitment ads: Mark flagged that Google Ads is not the strongest channel for recruitment advertising and suggested LinkedIn as a better fit. Meta (already running) may also be appropriate depending on the target worker profile (Melissa noted it could be a good fit for blue-collar roles). This should be raised with the client as a channel strategy conversation.
"There's better places to do ads, honestly. If they want to do ads, they should be doing them on LinkedIn or somewhere." — Mark Hope
Related
- [1]
- [2] (multi-client review)