Project Overview
NumPyNinja operates at the intersection of HealthTech, InsurTech and AI, with products spanning clinical triage, nutrition care and healthcare workflows.
For its talent acquisition initiatives, the brand needed to connect with relevant candidates across North America and create a more direct way for prospects to express interest.
Growthians Marketing developed a conversation-led Meta Ads strategy to reach audiences across the United States and Canada, drive messaging interactions and support candidate qualification through direct conversations.
Objective
The objective was to build a scalable acquisition framework that could generate candidate conversations across two international markets while maintaining control over acquisition costs.
The key goals were to:
- Reach geographically relevant audiences across the United States and Canada.
- Align advertising messages with NumPyNinja’s hiring requirements.
- Encourage prospective candidates to initiate direct conversations.
- Test creative approaches and audience segments to identify stronger performance.
- Scale conversation volume while monitoring acquisition efficiency.
The campaign needed to generate relevant candidate interest across two markets without relying solely on conventional lead-generation forms.
Geographic Relevance
Campaigns needed to reach suitable audiences in the United States and Canada, with performance evaluated separately by market.
Aligning Creative with Hiring Intent
Generic advertising wasn’t sufficiently aligned with the recruitment proposition. Messaging needed to give relevant prospects a clear reason to engage.
Candidate Qualification
The campaign needed a more conversational route for prospective candidates to express interest and move towards qualification.
Acquisition Efficiency at Scale
Growing conversation volume needed to be balanced against cost per lead, audience performance and the relevance of the resulting interactions.
Geo-Segmented Meta Campaigns
We structured campaigns around geography and hiring intent to assess performance across the two target markets.
- Ran campaigns targeting audiences in the United States and Canada.
- Evaluated results by market rather than treating North America as a single audience.
- Monitored acquisition costs and campaign volume to identify stronger-performing segments.
Click-to-Message Campaigns
Rather than relying exclusively on conventional lead forms, we used click-to-message campaigns to create a direct interaction between prospective candidates and the hiring process.
The intended journey was:
Meta Ad → Message → Conversation → Candidate Qualification
WhatsApp and Messenger provided conversational touchpoints for prospects to express interest and continue the recruitment discussion.
Creative Strategy & Testing
We tested multiple creative directions across messaging angles, visual formats and recruitment propositions.
Campaign performance was reviewed to identify stronger combinations and guide subsequent creative refinement.
Continuous Optimisation
The campaigns were monitored across several performance indicators:
- Cost per conversation or lead.
- Conversation volume.
- Audience performance.
- Creative performance.
- Acquisition efficiency by geography.
This framework helped guide optimisation decisions as the campaigns developed.
The campaigns generated more than 1,372 messaging conversations across the United States and Canada, supported by a reported total ad spend of ₹10,97,141.95.
Overall Campaign Performance
1,372+ messaging conversations started
₹10,97,141.95 total ad spend
₹503.48 lowest reported cost per lead
2 international markets — United States and Canada
Selected Campaign Performance
United States — 28 November
- Leads reported: 814
- Cost per lead: ₹641.90
This was the highest-volume campaign among the three highlighted campaign results.
Canada — 28 November
- Leads reported: 395
- Cost per lead: ₹503.48
This campaign recorded the lowest reported cost per lead among the highlighted campaigns.
United States — 4 September
- Leads reported: 163
- Cost per lead: ₹770.49
These campaign-level results illustrate the differences in acquisition volume and reported costs across markets and campaign periods.
The engagement established a structured approach to conversation-led candidate acquisition across two international markets.
By combining geographic segmentation, click-to-message campaigns, creative testing and ongoing performance monitoring, Growthians Marketing developed a framework for generating conversations and evaluating acquisition efficiency.
The reported outcomes included:
- More than 1,372 messaging conversations across the campaigns.
- A lowest reported cost per lead of ₹503.48 among the highlighted campaigns.
- Campaign activity across the United States and Canada.
- A more structured framework for evaluating creative, geography and acquisition costs.
The campaign demonstrated the value of treating direct conversations as an acquisition pathway when candidate interest needs to be explored through dialogue, rather than relying exclusively on form submissions.
The supplied information does not quantify qualified candidates, completed applications or hires. Those downstream recruitment outcomes are therefore not claimed here.
Conversation Can Be the Conversion Starting Point
Click-to-message campaigns create a direct interaction with prospective candidates and can provide an alternative to conventional lead forms.
Geography Needs Its Own Performance View
Evaluating the United States and Canada separately makes it easier to compare acquisition costs and campaign volume across markets.
Creative Testing Drives Learning
Testing different messages and visual approaches helps identify which combinations generate stronger audience responses.
Scale Requires Cost Awareness
Increasing conversation volume is only part of the equation. Acquisition costs and the relevance of the resulting interactions must also be considered.
Measure Beyond the First Message
Messaging activity provides an initial performance signal. Candidate qualification, completed applications and hires are important downstream measures where tracking is available.
