“You will receive less enquiries for more money”
When we first spoke to the team at Petpals they were hard to convince of our services, ultimately our pitch was “You will receive less enquiries for more more money” which as you can imagine is a hard pill to swallow.
But our approach was simple; less enquiries but more quality conversations meaning the team at SOOM® have to put a lot of effort into to ensure this happens.
The focus was on improved ROI on recruitment marketing spend and stronger performance across SEO, PPC, and automation.
We needed franchise-ready enquiries that converted. The focus stayed on efficiency, visibility, and control across the full recruitment funnel.
- Location:
National
- Service:
Franchise Recruitment
- Sector:
Animal
- Visit Site
Your recruitment process needed tightening.
Too many enquiries lacked intent.
Spend time working harder.
SEO needed to deliver long-term value, not short spikes.
The campaign focused on:
- Improving franchise recruitment outcomes
- Increasing ROI from recruitment marketing
- Growing digital visibility through SEO
- Automating lead handling and sales progressing
The Approach
You built a single recruitment system where each channel supported the next step.
SEO
You targeted franchise-specific search intent. Content focused on what prospects searched for, not brand statements. Pages addressed cost, requirements, and expectations. Technical fixes improved site structure and indexation, lifting organic visibility.
Paid Ad Campaigns
We ran a focused PPC campaign built around franchise intent. Targeting stayed tight by keyword, location, and message. Spend avoided broad pet care terms and stayed aligned to recruitment goals.
SMS and Automation
We responded to enquiries fast using SMS. Automation handled follow-ups, reminders, and lead status updates. Prospects stayed engaged without adding pressure to your internal team.
AI and Sales Progressing
AI filtered enquiries early, reducing wasted sales time. Sales progressing tools tracked each lead from click to meeting. Visibility improved. Drop-off reduced.
The Outcome
The campaign produced consistent results you could track.
- Average 9 qualified meetings per month
- 250+ franchise enquiries
- 16% increase in digital visibility
- 46,000 organic traffic sessions
We improved quality across the pipeline.
Reduced time spent on poor-fit leads.
Gained predictable performance from your recruitment spend
