Context
Veterinary network running outreach to recruit professionals into open practice positions. Strong engagement on campaigns but conversion was low, with candidates interested but not located near relevant practices.
The problem
Strong engagement but poor conversion. Root cause: geographic mismatch between the candidates targeted and the practice locations. The data was generating interest from the wrong geography.
What changed
- Audited existing targeting data to identify the geographic mismatch.
- Introduced geo-based filtering, rebuilding targeting around distance from each practice location.
- Rebuilt the contact dataset to reflect real commute and proximity patterns.
- Redeployed campaigns against the corrected dataset.
Outcome
- 85%+ open rates on rebuilt campaigns.
- 25%+ response rates, with candidates located within realistic distance of relevant positions.
- High alignment between expressed interest and actual opportunity fit.
- Conversion recovered from near-zero to consistent pipeline.
