---
title: Didion Recruitment — Meta & Google Ads for Skilled Trades
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-24-didion-marketing-call-103960070.md
tags:
- client/didion
- google-ads
- meta-ads
- recruitment
- advertising
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Didion Recruitment — Meta & Google Ads for Skilled Trades

## Overview

Didion is experiencing a drop in job applications for skilled trades and manufacturing roles. Meta and Google ads are the preferred channels for this segment, as these candidates are generally not active on LinkedIn. Existing Meta campaigns were already running at the time of this discussion and showing positive early signals, but required audit and optimization work before scaling.

This article captures the strategy, audit findings, and next steps for the Meta/Google arm of Didion's recruitment push. For the LinkedIn component targeting salaried roles, see [[wiki/knowledge/linkedin/didion-recruitment-linkedin-salaried-roles]].

---

## Context

- **Client:** [[wiki/clients/didion/_index]]
- **Meeting:** Didion Marketing Call — November 2025
- **Trigger:** Applications for open positions had declined, prompting an urgent request for a creative marketing push across both skilled trades and salaried roles.

---

## Target Roles (Meta & Google)

Meta and Google ads are intended for general skilled trades and manufacturing recruitment — not targeted to specific job titles. The goal is to surface Didion as an employer to candidates in these categories and drive them to the careers page to self-select into relevant roles.

Role types in scope:
- Skilled trades (general)
- Manufacturing operators (e.g., Grain Operator, Biofuel Technician)
- Night-shift / shift-work positions (e.g., Product Integrity Technician, 6P–6A)

Internship listings are explicitly excluded from paid ad targeting.

---

## Existing Meta Campaign — Audit Findings

At the time of the meeting, Meta recruitment ads were already live and performing reasonably well at low spend:

| Metric | Value |
|---|---|
| Cost per form submit | $7–$24 |
| Daily ad spend | $2.30/day |
| Campaign status | "Learning limited" |

**Root cause of learning-limited status:** Low form submission volume. Meta's algorithm requires sufficient conversion events to exit the learning phase and optimize delivery. At $2.30/day, the volume is too low to generate the signal needed.

**Recommended action:** AAG's Meta specialist (Sebastian) to audit the existing campaigns and recommend optimizations — likely increasing budget and/or consolidating ad sets to accelerate learning.

---

## Google Ads

Google was identified as a parallel channel alongside Meta for the trades segment. No existing Google recruitment campaigns were confirmed active at the time of this meeting. AAG's Google specialist was to be consulted for recommendations as part of the broader proposal.

---

## Platform Rationale

| Platform | Segment | Rationale |
|---|---|---|
| Meta (Facebook/Instagram) | Skilled trades, manufacturing | Broad reach, lower CPL for blue-collar audiences, existing campaigns already running |
| Google | Skilled trades, manufacturing | Intent-based targeting; complements Meta's awareness play |
| LinkedIn | Salaried/professional roles | Higher quality applicants for senior roles; see separate article |
| Indeed | Not in scope | Requires internal HR management; AAG does not manage Indeed accounts |

**Note on Indeed:** Diana raised Indeed as a possibility. The conclusion was that AAG can run ads that *drive traffic to* Indeed listings, but managing the Indeed account itself falls to Didion's HR team. Given that job listings already exist on the Didion website, driving traffic there directly was preferred.

---

## Proposal & Timeline

AAG committed to delivering a full recruitment strategy proposal — covering Meta, Google, and LinkedIn — by the following Wednesday (approximately one week from the meeting date). The holiday period (Thanksgiving week) was noted as a constraint, with some team members outside the U.S. available to assist.

The proposal will segment recommendations by:
1. Role type (trades vs. salaried)
2. Platform (Meta/Google vs. LinkedIn)
3. Ad format (e.g., LinkedIn lead forms contained within the platform)

---

## Action Items

| Owner | Action |
|---|---|
| AAG (Sebastian) | Audit existing Meta recruitment campaigns and recommend optimizations |
| AAG (Google specialist) | Review Google ads opportunity for trades recruitment |
| AAG | Deliver full segmented recruitment strategy proposal by next Wednesday |
| Diana (Didion) | Review proposal when delivered |

---

## Related

- [[wiki/knowledge/linkedin/didion-recruitment-linkedin-salaried-roles]]
- [[wiki/clients/didion/_index]]
- [[wiki/knowledge/meta-ads/learning-limited-campaigns]]