Euro Rekruter: one campaign, two markets
Euro Rekruter connects French-German talent with companies in France and Germany. I audited its Google Ads campaign, then restructured it directly in the account: one ad group per market, targeted keywords in each language and exclusions, so that the ads reach recruiters rather than candidates.
At a glance
- Client
- Euro Rekruter, Franco-German recruitment
- Sector
- Recruitment of bilingual profiles
- Markets
- France and Germany
- Services
- Google Ads audit
- Restructuring
- FR and DE keywords
- Negative keywords
- Ad copy
- Period
- February 2025
- Key deliverable
- Campaign restructured, one group per market
The company – Euro Rekruter: one campaign, two markets
Euro Rekruter recruits qualified French-German profiles for roles without management responsibilities: sales, technical sales, engineering, customer service, marketing, communications and finance. Its clients are French companies looking for German-speaking profiles, and German companies looking for French-speaking ones.
The starting point – Euro Rekruter: one campaign, two markets
The Google Ads campaign had been running for a year with no ad groups and no keywords: just one asset group of generic assets, which separated neither companies from candidates nor the French market from the German one. In twelve months it had earned 2,480 impressions and 7 clicks: far too few to reach recruiters.
The audit – Euro Rekruter: one campaign, two markets
- Campaign structure, asset group and ads reviewed
- Keywords, Quality Score and performance: CPC, CTR, conversions
- A ten-page report in French and a three-step plan: restructure and segment the campaign, target the right keywords and exclude the rest, then improve Quality Score and click-through rate with sitelinks, callouts and clearer calls to action
Restructuring in the account – Euro Rekruter: one campaign, two markets
- Two ad groups, one per market: French companies hiring German-speaking or bilingual profiles, and German companies hiring French-speaking or bilingual ones
- 25 exact and phrase match keywords: 13 in French, such as ‘cabinet de recrutement franco allemand’, and 12 in German, such as ‘personalvermittlung frankreich’
- 10 negative keywords to filter out temp work, internships and job seekers
- One ad per group, with headlines and descriptions written for each market's searches
France group
French companies hiring German-speaking profiles
- recrutement en allemagne
- cabinet de recrutement franco allemand
- agence de recrutement allemagne
- recrutement franco-allemand
Germany group
German companies hiring French-speaking profiles
- personalvermittlung frankreich
- headhunter frankreich
- personalberatung frankreich
- französische mitarbeiter suchen
Excluded keywords
- zeitarbeit
- leihfirma
- praktikum frankreich
- jobs für studenten frankreich
- interim frankreich
What it changes for Euro Rekruter – Euro Rekruter: one campaign, two markets
With the new structure, every ad speaks to a recruiter, in their language and on their market, while searches from candidates or for temp work are excluded. The campaign starts again on a clear footing, ready to be managed from real search terms.
Your point of contact
Antoine Sanières
International SEO, GEO and AEO consultant
Based in Pantin, on the edge of Paris, I am a native French speaker and also work in English and German, as well as in Dutch in writing. I hold two master's degrees, in international business and in digital marketing, and since founding Anton Anton in 2023 I have completed more than 100 projects for French and international companies.
I led every project shown here myself, from the first call to the results.
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