LinkedIn Ads success story · Recruitment company

How a recruitment company turned 70% of its LinkedIn leads into sales-qualified leads.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
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Hiredly needed employers, not just clicks. It sent personal messages in its CEO’s name to HR leaders, let them reply with a form that filled itself in, and then widened the audience to business owners. Lead volume rose 120% and quality held.

Business: Hiredly
Market: Kuala Lumpur, Malaysia
Goal: More employer leads that sales can close

Recruiter in a white blazer taking notes while interviewing a candidate across a desk

The results.

Form fill rate compared with LinkedIn platform benchmarks; lead volume compared with the first two months of the campaign.

70%of LinkedIn leads became sales-qualified
2XLead Gen Form fill rate vs LinkedIn benchmarks
+120%lead volume after widening the audience

Lead-to-SQL rate is Hiredly’s average for leads that started on LinkedIn. Self-reported by the advertiser and published by LinkedIn; results for other businesses will differ.

The challenge.

Hiredly, formerly known as WOBB, is a recruitment platform that combines a job portal, headhunting and employer branding. Its customers are employers, so its growth depends on reaching the people who hire: HR teams and business owners.

Other ad platforms brought leads, but not enough of the right ones. Hiredly wanted more employer leads, better quality, and messages that felt personal enough for busy HR professionals to answer.

LinkedIn example of a message ad in the inbox with reply buttons to start a conversation

What they did.

Conversation Ads · Lead Gen Forms · Job function and decision-maker targeting

Personal messages from the CEO: Hiredly used Conversation Ads sent in its CEO’s name, giving HR professionals a direct, personal invitation instead of a banner.
A form that fills itself in: Replies led to Lead Gen Forms pre-filled from the member’s LinkedIn profile, so responding took a couple of taps and sales received complete details.
Widened the audience after two months: Once the campaign proved itself, targeting expanded from HR job titles to HR and administration functions and to decision makers such as CEOs and founders.
Bid to win: Hiredly raised its bids to stay competitive in the auction, which meant more messages delivered and more conversations started.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

A message is not an ad: A note from a CEO lands in the inbox like correspondence. For a relationship business such as recruitment, that tone fits the product.
Less friction, better data: Pre-filled forms remove typing on a phone, and the details come from real profiles, so the sales team starts with accurate names, titles and companies.
Prove it, then expand: Starting narrow and widening only after quality was proven grew volume 120% without filling the pipeline with poor leads.
The whole hiring committee: HR runs the process but owners and executives sign. Reaching both sides of that decision brought in leads that could actually close.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our linkedin ads management.

Write the conversation: We script message ads that sound like a person, with clear choices that lead to a booking, a download or a call.
Keep forms short and pre-filled: We ask only what sales needs, and connect the form to your CRM so every lead is followed up the same day.
Start narrow, then expand: We prove quality on your core audience first, then widen to the next ring of decision makers once the numbers hold.
Judge on qualified leads: Sales feedback on every lead flows back into targeting and bids, so the campaign keeps improving its lead quality.