---
title: 'Didion Recruitment Ad Performance: Meta vs. Google Analysis'
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-10-didion-marketing-107864637.md
tags:
- paid-social
- meta-ads
- google-ads
- linkedin
- recruitment
- client-didion
- budget-allocation
- campaign-performance
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Didion Recruitment Ad Performance: Meta vs. Google Analysis

## Overview

After approximately nine months of running parallel recruitment ad campaigns on Meta and Google, performance data shows a significant disparity: Meta is outperforming Google on a cost-per-application basis by a wide margin. This analysis covers the campaign breakdown, the proposed budget reallocation, open questions about geographic targeting, and a planned LinkedIn expansion for salaried roles.

This analysis was reviewed with Diana Henry (Didion) during a working session in December 2025. See [[clients/didion/_index]] for broader account context.

---

## Campaign Performance Summary

| Platform | Spend (9 months) | Conversions | CPA |
|---|---|---|---|
| Meta (TOFU) | ~$1,500 | 65 applications | ~$11 |
| Meta (MoFu) | Higher per-conversion spend | 35 applications | Higher |
| Google Ads (total) | ~$4,500 | Lower conversion rate | Significantly higher |
| **Total blended** | **~$6,000** | **299 total conversions** | **~$20 blended** |

> "Your Meta campaigns are actually doing the best out of — they're outranking your Google Ads at the moment, specifically the Top of Funnel." — Melissa Cusumano

Key observations:
- Meta TOFU delivered the lowest CPA at ~$11 per application
- Google Display was flagged as a "significant concern" — high spend, poor conversion rate
- A one-off boosted post for a Maintenance Tech role generated a notable volume of landing page visits (outcome unclear)
- Website health score is strong (96/100 via Ahrefs), so landing page quality is not a primary drag on performance

---

## Proposed Budget Reallocation

The recommendation is to shift spend away from Google Display and redirect it into Meta TOFU, while keeping total monthly budget roughly flat.

**Current allocation (approximate monthly):**
- Google Display: ~$300/month
- Google SEM: lower
- Meta TOFU: ~$300/month or less

**Proposed direction:**
- Reduce or pause Google Display (down to ~$50–60/month)
- Increase Meta TOFU budget ($8–10/day target)
- Maintain or modestly increase Google SEM

**Projected impact:** 60–80% increase in conversions at the same total budget, with blended CPA dropping from ~$20 toward a lower target.

> ⚠️ **Note:** Diana flagged that the math in the proposal slide did not reconcile — the "no change in total budget" claim conflicted with line items showing Google SEM increasing ~350% and TOFU increasing ~240%. This needs to be corrected before presenting to Didion leadership.

---

## Open Questions & Concerns

### Geographic Reach on Meta
Diana raised a critical concern: Meta campaigns are currently targeted within a **30–50 mile radius around Cambria, WI**. For hourly/production roles, this may be sufficient. However, **salaried positions** typically require candidates from a broader geography and are unlikely to be sourced from that tight a radius.

**Action required:** Asymmetric to audit the current Meta geographic targeting settings and assess whether the radius should be expanded for any active campaigns — particularly before reallocating additional budget to Meta.

### Budget Math Discrepancy
The proposed budget transformation slide showed inconsistencies between the stated goal (same total budget) and the individual line-item increases. Asymmetric to revise the proposal so the numbers reconcile clearly before Diana shares it internally.

---

## LinkedIn Campaign Proposal

Diana requested a formal proposal for a **LinkedIn recruitment advertising campaign** targeting salaried roles. LinkedIn is better suited for professional/salaried candidate targeting than Meta or Google Display, and has not been used for Didion recruitment to date.

**Requested scope:**
- 60–90 day campaign
- Focused on salaried/professional roles
- Include estimated costs, targeting approach, and expected outcomes

Diana intends to present the proposal to Didion's internal recruitment team for approval.

---

## Action Items

| Owner | Action | Due |
|---|---|---|
| Asymmetric | Audit Meta geographic targeting radius for all active recruitment campaigns | Next check-in |
| Asymmetric | Revise budget reallocation proposal so math reconciles (no phantom budget increases) | Next check-in |
| Asymmetric | Prepare 60–90 day LinkedIn recruitment ad campaign proposal | Next check-in |
| Diana | Review LinkedIn proposal and share with recruitment team | TBD |

---

## Strategic Notes

- **Meta TOFU is the clear winner** for hourly/production role recruitment at current spend levels. Doubling down here is well-supported by the data.
- **Google Display should be paused or dramatically reduced** — the cost-per-conversion is not competitive with Meta at current targeting and creative.
- **Google SEM may still have value** for intent-based searches (e.g., "jobs near Cambria WI"), but needs clearer conversion tracking before increasing spend.
- **LinkedIn fills a gap** that neither Meta nor Google can address well: reaching passive, professional candidates for salaried roles outside the immediate geographic area.
- The **blended CPA of ~$20** across 299 conversions over nine months is described as performing well for recruitment — context matters here, as recruitment conversion benchmarks differ significantly from e-commerce or lead gen.

---

## Related

- [[clients/didion/_index]]
- [[meetings/2025-12-10-didion-marketing-review]]
- [[knowledge/paid-social/meta-tofu-recruitment-campaigns]]
- [[knowledge/paid-ads/linkedin-recruitment-advertising]]