A healthcare organization with more than 49,000 employees launched a six-month campaign to attract qualified nursing applicants for roles in Texas and beyond. Leveraging Google Search Ads, Programmatic Display, and a targeted "Why Texas" landing page, the campaign aimed to increase applications within the Texas metro area and enhance brand consideration among out-of-state candidates.
The in-state campaign successfully generated over 17,000 applications with a cost-per-acquisition (CPA) of $13.32 and a 21% conversion rate. The out-of-state initiative delivered 12 million impressions, 10,000 clicks, and 15% conversion rate, resulting in more than 15,000 applications, primarily from nearby states like California, Georgia, and Oklahoma. Overall, the campaign significantly exceeded expectations, achieving robust application volumes and high engagement metrics.
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