Employment Hero Achieves Dual Success: Drives 88% More B2C Leads While Slashing B2B CPA by 36%

The company

Employment Hero is a global platform dedicated to empowering Small and Medium Enterprises (SMEs). They serve thousands of businesses and millions of employees worldwide, offering a comprehensive suite of tools

Objective

As a platform offering solutions across both Business-to-Consumer (B2C) (e.g., employee benefits/financial wellness) and Business-to-Business (B2B) (HR/payroll software) segments, Employment Hero needed a strategy to optimize campaigns for two fundamentally different audiences. The core challenge was to significantly boost lead volume and improve conversion efficiency simultaneously across both segments without compromising their diverse brand messaging.

Solution

Employment Hero likely employed segmentation and dynamic content to deliver ultra-relevant messaging, ensuring that campaigns aimed at acquiring individual employees differed sharply from those aimed at acquiring business decision-makers. This tailored approach drove efficiency and high-quality engagement.

Results

The successful optimization strategy resulted in dramatic improvements across both core business segments:

B2C Performance

• + 88% Leads
• - 15% CPA
• + 38% Conversion Rate

B2B Performance

• + 52% Leads
• - 36% CPA
• + 43% Conversion Rate