Covebo Netherlands

Performance Marketing for Labour Recruitment in Netherlands

Clients’s objectives

• Generate a consistent, high volume of qualified job applications and CV uploads for Covebo’s recruitment pipeline (order pickers, welders, logistics, automotive, production roles)
• Drive targeted traffic to covebo.lv from Latvian audiences actively seeking work in the Netherlands
• Maintain cost-efficient lead generation across both Google Ads and Meta campaigns simultaneously
• Grow brand visibility and page following as a trusted recruitment agency

Challenge

Covebo operates in a highly competitive recruitment advertising market, targeting a specific audience – Latvian job-seekers open to working abroad – with rivals bidding on the same keywords and demographic segments. The client needed sustained lead volume month after month, across multiple job categories, while keeping cost per lead low and adapting budgets to seasonal demand fluctuations and campaign performance shifts.

Our solution

Marketing Angels ran a continuous, dual-channel performance marketing programme across Google Ads and Meta, actively managed and optimised every month:

• Google Ads – Search targeting high-intent Latvian keywords (darbs arzemees, darbs Niderlande, vakances logistika etc.) to capture active job-seekers
• Google Ads – Display & Performance Max (GPM) for broad reach, retargeting, and role-specific campaigns
• Meta (Facebook & Instagram) lead generation campaigns driving form submissions and CV uploads, with content boosting for organic reach amplification

Results

Over 2.5 years of active management, the campaigns delivered a steady and scalable pipeline of recruitment leads across all target roles, with cost per lead consistently driven down through ongoing optimisation.

Key conclusions

• Sustained optimisation compounds results. Month-over-month campaign refinement – keyword pruning, audience adjustments, budget reallocation across Search, Display, and GPM consistently reduced CPL and increased conversion volume, even as market competition intensified.
• Dual-channel coverage maximises pipeline. Running Google Ads and Meta in parallel ensured continuous applicant flow: Search captured high-intent candidates actively job-seeking, while Display and Meta built awareness and re-engaged passive audiences.
• Seasonal and structural agility is essential. Performance dips tied to holidays and budget reshuffles were identified early and addressed through rapid campaign restructuring demonstrating the value of active, hands-on account management over automated-only approaches.