Government Employment Campaign

Timeframe: May 2024 – January 2025

Brief

A government-backed employment initiative required a paid social campaign to generate form submissions and leads from target demographics within Northern Ireland. The brief demanded both volume and audience precision to ensure campaign effectiveness.

Process

Counter Digital built and managed a lead generation campaign across Meta platforms, structuring targeting to reach key demographic groups aligned with the employment programme's audience criteria.

Geographic targeting was tightly defined to Northern Ireland, with demographic and interest-based layers applied to reach the intended audiences.

Ad creative was crafted to speak directly to the target groups, with messaging centred on opportunity and accessibility. Multiple ad formats were tested throughout the campaign, with continuous optimisation of audiences, placements, and creative to sustain lead volume and reduce cost per submission across the eight-month period.

Results

• 1,731 leads generated

• Average cost per lead of £5.33

• Department feedback confirmed strength of ad performance in internal polling data