Beacon Hill Optimization of performance marketing

Paid media is a critical driver of visibility, demand, and growth for businesses. For organizations like Beacon Hill, the question isn’t whether to invest in paid media, but how to do so efficiently while maintaining conversion quality and cost control as competition increases.

Since 2021, Imarc has worked with Beacon Hill to build and scale a performance marketing program focused on efficiency, conversion quality, and long-term growth.

The partnership includes a mix of Always-On campaigns that maintain consistent demand, quarterly Heavy-Up campaigns tied to timely themes, and paid media support for Beacon Hill’s ongoing content strategy. As new articles and infographics launch each month, paid media is refreshed to extend reach and capture high-intent traffic.

Beacon Hill has two distinct audiences: job seekers and employers. Technically, they have three, if you include their own team (internal hiring and retention are also vital to their success). We continually strive to engage each audience with compelling content and effective strategies that resonate.

In performance marketing, strategies are always shifting. Our most recent initiatives include moving budget dollars around to support the launch of the newest version of their website.

We have also been testing TikTok ads for the job seeker audience and are encouraged by the results. As such, we will conduct further testing and expansion this year, based on shifting demographics in the market.

Our overall strategy for their job seeker audience is to be where each group spends time. It sounds obvious, but tracking these movements has allowed us to spend dollars more intelligently and earn great outcomes for them.

For employers, we're seeing success by making incremental changes to our Google cost-per-conversion strategy. This work has led to higher-quality leads on this side of the house. Though the conversion costs do fluctuate, they are producing stronger results that are more aligned with their business needs.

We have a lot of results to share, but here are some of our recent favorites.

Heavy-Up: The campus recruiting push we ran on TikTok performed four times better than other TikTok campaigns in terms of conversions. This content was highly relevant to the college-age audience, which we spent considerable time researching and refining. These results have given us more confidence to request a larger budget for this particular 2027 offering.

Always-On: Year-over-year, we improve in terms of Always-On, but this year, we wanted to call out its conversion value, which has increased by 68.71%. Much of that improvement came from the employer side, which is a big win. The recruitment market earns much of its attention from job seekers, so having that audience ramp up will have a meaningful impact on their business.

Content campaign success: March 2025's employer-focused content (Top behavioral questions to ask candidates for optimal hires) saw an 11.15% click-through rate thanks to clever keyword research and relevant subject matter.

While we know that quantity matters, our overall approach to paid media is quality over quantity.

In 2026, we aim to increase the volume of high-quality applications and partnership requests even more.