Scaling blue-collar recruitment ads across India, UAE & Europe

Multi-country, multi-role Meta Ads campaigns for GVMC Global — connecting industrial, logistics, and driving talent across three continents to overseas employers, backed by a small in-house creative team.

The brief

GVMC Global is a Dubai-based recruitment company sourcing blue-collar and skilled-trade talent — industrial electricians, delivery riders, bus and truck drivers, welders, CNC programmers — for employers across India, the GCC, and Europe. Each role, market, and language required its own campaign, run and optimized in parallel.

My role was to plan, launch, and continuously optimize this entire portfolio of recruitment campaigns on Meta — balancing spend across markets in real time based on which roles and geographies were converting.

Leading the creative team

Alongside campaign strategy and spend management, I led a 3-person in-house creative team responsible for turning campaign briefs into role-specific ad creative across every market — a fresh set of visuals and messaging for each new role, country, and language combination, often within days of a campaign brief.

Lead volume up 4x, cost per lead down 73%

Rather than growing lead volume by spending more, the account got more efficient month over month. Spend stayed roughly flat (~€2,000/month) while output nearly quadrupled.

Performance by market

Market	Spend	Leads	Cost/Lead
India — Kerala & Kochi	€2,603	8,841	€0.29
India — Hyderabad	€1,482	7,046	€0.21
GCC (multi-country Gulf)	€851	3,854	€0.22
UAE — Dubai	€702	762	€0.92
Belgium / Europe	€232	47	€2.11
India — Industrial B2B outreach	€104	57	€1.83

Roles recruited for

Each role required its own creative angle, targeting logic, and — for driver and industrial roles — distinct messaging built around visa sponsorship and salary expectations.

How the efficiency gain happened

1. Rapid campaign turnover. Underperforming role/market combinations were paused within days, not weeks — the account ran dozens of short-lived, tightly scoped campaigns rather than a few long-running ones.

2. Role-specific creative. Delivery rider and bus driver campaigns (the highest-volume, lowest-cost categories at €0.10–0.22/lead) used direct, benefit-led messaging, while electrician and technical roles needed more credibility-driven creative.

3. Geographic reallocation. As Kerala/Kochi and Hyderabad consistently outperformed Dubai and Europe on cost efficiency, spend was progressively shifted toward the higher-converting Indian markets.

Note on scope: Performance figures are taken directly from Meta Ads Manager reports for August–October 2025. This case study covers last three months of campaigns I managed for GVMC Global, WFDM, and Manbe Group.